The importance of meat and dairy products to a balanced diet is being highlighted to consumers with the return of a hugely successful TV advertising campaign.
Devised by the Agriculture and Horticulture Development Board, the We Eat Balanced campaign kick-started the new year on 4 January with an advert featuring an inquisitive young girl and her grandad.
Broadcast on Channel 4, ITV and Sky as well as on-demand services, the new TV advert focuses on the goodness within red meat and dairy – as a natural source of vitamin B12 produced to world-class standards.
The TV advert is being supported by posts on Instagram and Facebook. The campaign website has also had a revamp. The goal is to reach 90% of adults during the month – including shoppers in supermarket meat and dairy aisles.
The AHDB has worked with farmers from across the UK to make them central to the social campaign. It includes livestock producers telling their personal stories of how they work to ensure British meat and dairy some of the most sustainable in the world.
AHDB marketing director Liam Byrne said the aim was to reconnect consumers with the food they eat, how it is produced and how it fits into protecting the environment. It would also counter misinformation and falsehoods about meat and dairy.
Mr Byrne added: “Sourcing your meat and dairy from the UK will mean you’re buying a product with a lower carbon footprint, and produced to some of the highest production standards in the world.
“In addition, meat and dairy both contain vitamin B12, an essential nutrient not naturally present in foods of plant origin, so adding a little meat or dairy to your vegetables will boost the number of vitamins in your meal.”
The campaign has been well received by both consumers and the industry, with some levy payers actively championing the campaign on social media – including beef and sheep farmer Charlie Beaty.
“What AHDB have been able to achieve with the campaign so far has been fantastic and has served as a much-needed boost for our industry,” she said. “I really enjoyed working on this project and can’t wait to see where the campaign goes next.”
A pilot We Eat Balanced campaign which ran last January shifted consumer attitudes towards the health benefits of meat (6%) and dairy (9%), while increasing the likeliness of customer purchases by 11% and 3% respectively.
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