AHDB’s We Eat Balanced campaign promoting red meat to return to screens in January

AHDB’s We Eat Balanced campaign, which highlights the role meat and dairy from the UK play in a balanced and sustainable diet, is set to return to national TV screens from 4th January.

As conversations around health and environment continue, the latest instalment of the We Eat Balanced campaign aims to show people the positive role of meat and dairy production from the UK in the move towards a healthy and sustainable future.

To be broadcast on Channel 4, ITV and Sky as well as on-demand services, the new advert focuses on ‘an inquisitive little girl’  called Nancy along with her grandad learning about the goodness within red meat and dairy, as a natural source of vitamin B12, produced to ‘world-class standards’.

The advert will be supported by new social assets for Instagram and Facebook. The campaign website has also been updated, and shoppers will see the campaign in supermarket meat and dairy isles. Altogether the campaign aims to reach 90 percent of adults over the month.

AHDB’s director of marketing Liam Byrne said: “Our farmers have a great story to tell but have struggled in the past to get them in front of consumers, leading many to become detached from the food they eat, how it is produced and how that fits into protecting the environment. This has led the way for more misinformation and false truths, exacerbated in recent times with the growth of social media.

“The We Eat Balanced campaign seeks to reconnect consumers with their food and demonstrates that if you’d like to make small positive changes for the better, then 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.”

Charlie Beaty, a sheep farmer who features in the new social campaign said: “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. I really enjoyed working on this project and can’t wait to see where the campaign goes next.”

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