£2 million campaign boosts positive messaging on meat

For the second year, levy bodies in England, Scotland and Wales have come together to promote positive messaging on meat to millions of people across Great Britain.

The collective initiative, funded by the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC), has undertaken a range of activity over the last 12 months to help counter recent misinformation in the media on the role of meat in the diet.

An end-of-year review revealed that the first social media campaign alone helped positive messaging reach more than 1.4 million people, who might previously have missed targeted work from the bodies working in isolation.

The aim of the social campaign was to educate young singles and busy parents on the ease with which lean meat can be incorporated into their mid-week meals, and the health benefits its inclusion can provide.

Three well-known celebrities from across England, Scotland and Wales appeared in a range of engaging videos throughout the campaign: Welsh, British and Irish Lions rugby star Shane Williams; television presenter and Celebrity MasterChef winner Angellica Bell, and ex-Scotland rugby player and Strictly Come Dancing contestant, Thom Evans.

The videos saw the celebrities highlight the nutritional benefits of lamb, beef and pork.

To view a campaign video of Shane Williams, click HERE.

To view a campaign video of Angellica Bell, click HERE.

In addition to the video content, a nutrition factsheet was developed and distributed to healthcare professionals to support the advice given to patients on sources of essential nutrients, highlighting the valuable part meat can play in their provision.

Jane King, AHDB’s CEO, said: “In a world of confusing headlines and bogus science, it is essential that the important role meat plays in a healthy, balanced diet is communicated accurately. We seek to help consumers make informed choices about the food that they consume.

“We look forward to continuing to work with our colleagues from HCC and QMS to help collectively tackle some of the misinformation currently available in the public arena around meat.”

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