AHDB’s consumer marketing campaign aimed at promoting a balanced diet that includes lean meat and dairy is set to return at the end of August, after its successful run in January.
Launching on August 27 and running until September 30, the Let’s Eat Balanced campaign will champion the naturally delicious taste and flavours of British meat and dairy, highlighting their nutritional benefits, such as protein and vitamin B12, which helps to reduce tiredness and fatigue when consumed as part of a balanced diet.
The campaign will also promote the environmentally friendlier practices of some British farmers, showing their dedication to producing food of world-class standard.
Let’s Eat Balanced campaign activities will feature collaborations with influential personalities including landowner, conservationist and author, Jake Fiennes, whose videos discussing environmentally friendlier farming practices will be shared in October.
AHDB said it takes a science-based approach to communicate accurate and transparent information about the nutritional benefits of red meat and dairy, with the Let’s Eat Balanced campaign built on the foundation of the Eat Well Guide, which encourages a varied, healthy and sustainable diet.
The previous burst of the campaign, in January 2024, positively shifted consumer perceptions on meat and dairy’s nutritional benefits, with a 6% and 4% rise, respectively, in consumers agreeing that meat and dairy are a natural source of vitamin B12 (February 2024 compared with August 2023 (source: TwoEarsOneMouth Campaign Evaluation).
The Autumn 2023 and New Year 2024 campaigns reached 47 million adults and generated 94 million social media impressions. Seven out of ten consumers who saw the This & That TV advert said it provided them with new information about meat and dairy, which they felt empowered them to defend their dietary choices, tbe evaluation showed.
The ‘This & That’ adverts will be shown online on YouTube, broadcast streaming services like ITVX, Channel 4, Sky Go, Disney+, and on social media — Facebook, Instagram, and Pinterest. AHDB’s partnership with Tasty UK to create ‘Balanced Bites’ videos will encourage the Gen Z (18-25 years) audience to create healthy dishes using British red meat and dairy. The cross-sector campaign, which no longer receives pig levy funding, will also feature in stores and online at five major retailers.
Carrie McDermid, AHDB head of domestic marketing, said the January Let’s Eat Balanced campaign successfully highlighted the important roles our farmers play in providing high-quality produce and their dedication to environmentally friendlier practices.
“We are proud to be back championing British meat and dairy on behalf of our levy payers. This September campaign features a number of farmers on social media showcasing their resilience and tireless dedication to producing the food we eat,” she said.
Silas Hedley-Lawrence, a farmer from Oxford, said the campaign ‘promotes our positive farming practices and showcases the high quality of British produce and helps us tell our stories and reach more consumers’.
- For more information about AHDB’s Let’s Eat Balanced campaign, and the ‘This & That’ advertisements, see: ahdb.org.uk/letseatbalanced