Pig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    • July 2025
    • June 2025
    • 2025 Innovation supplement
    • May 2025
    • April 2025
    • March 2025
    • 2025 Buildings supplement
    • February 2025
    • 2025 Nutrition Supplement
    • January 2025
    • December 2024
    • November 2024
    • 2025 National Pig Awards supplement
    • October 2024
    • September 2024
    • August 2024
    • 2024 Pig Health supplement
    • July 2024
    • June 2024
    • 2024 Innovation supplement
    • 2024 Pig & Poultry Fair Guide
    • May 2024
    • April 2024
    • 2024 Buildings Supplement
    • March 2024
    • 2024 Pig Nutrition supplement
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • 2023 National Pig Awards supplement
    • October 2023
    • September 2023
    • Health Supplement
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
Podcast
Pig WorldPig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    1. July 2025
    2. June 2025
    3. 2025 Innovation supplement
    4. May 2025
    5. April 2025
    6. March 2025
    7. 2025 Buildings supplement
    8. February 2025
    9. 2025 Nutrition Supplement
    10. January 2025
    11. December 2024
    12. November 2024
    13. 2025 National Pig Awards supplement
    14. October 2024
    15. September 2024
    16. August 2024
    17. 2024 Pig Health supplement
    18. July 2024
    19. June 2024
    20. 2024 Innovation supplement
    21. 2024 Pig & Poultry Fair Guide
    22. May 2024
    23. April 2024
    24. 2024 Buildings Supplement
    25. March 2024
    26. 2024 Pig Nutrition supplement
    27. February 2024
    28. January 2024
    29. December 2023
    30. November 2023
    31. 2023 National Pig Awards supplement
    32. October 2023
    33. September 2023
    34. Health Supplement
    Featured

    July 2025 issue of Pig World now available

    July 6, 2025
    Recent

    July 2025 issue of Pig World now available

    July 6, 2025

    June 2025 issue of Pig World now available

    June 4, 2025

    2025 Innovation supplement now available

    June 4, 2025
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
LinkedIn X (Twitter)
Pig World
Marketing

AHDB’s We Eat Balanced campaign reaches younger demographics

Iain HoeyBy Iain HoeyMarch 28, 20223 Mins Read
LinkedIn Twitter Facebook Email

AHDB’s We Eat Balanced TV advert has reportedly resonated with the historically harder to reach young adult demographic.

The advertising campaign, which is in its second year, played out on TV screens, social media and in print, and was seen by nearly 24 million UK households – delivering messages around health, sustainability and Britain’s world-class food and farming standards.

The campaign focused on three key messages – red meat and dairy as a source of Vitamin B12, Britain’s world-class production standards, and that red meat and dairy from Britain is among the most sustainable in the world.

The TV advert, which featured nine-year-old Nancy and her grandfather, reportedly proved popular with young adults, with 65 per cent of stating they liked the commercial, and 82 per cent saying the found it interesting.

Two different age groups also said the likelihood of them buying meat or dairy had risen after being exposed to the £3.5 million campaign – which ran throughout January and February.

Purchase intent for meat when they next go shopping rose among the 34 to 49 age group rose five percentage points to 77 per cent after seeing AHDB’s campaign, while dairy saw a six-percentage point increase to 84 per cent among the 16 to 34-year-olds.

“The campaign has played an important part in helping counteract the sensationalist headlines by helping to position the positive role that red meat and dairy from Britain can play as part of a healthy and sustainable diet,” said AHDB director of marketing Liam Byrne.

Following the campaign, consumer perceptions that meat and dairy from Britain is produced sustainably rose five and eight percentage points to 41 per cent and 51 per cent respectively.  It also drove uplifts in attitudes around health, with the number of consumers seeing meat and dairy as a source of vitamin B12 rising five and four percentage points to 30 per cent and 34 per cent respectively.

“It’s also great to see how well the campaign has landed with young people, who are typically very engaged in issues of ethics, health and the environment,” Mr Byrne continued.

“Most of us want to do the right thing, by making small positive changes to improve our health and the health of the planet. By understanding that when you choose red meat and dairy from Britain you are choosing products with some of the lowest carbon footprints and highest welfare standards in the world, is something we can all do, easily.”

The campaign, which was aimed at people who were looking to reduce the amount of meat and dairy they consumed, also generated nearly 45 million impressions across social media and video-on-demand.

Share. LinkedIn Facebook Twitter Email
Previous ArticleAnother Sleepless Night
Next Article Lack of ‘retail uptake and empathy’ stalls price recovery
Iain Hoey

Read Similar Stories

GB pig prices for week ending July 5, 2025 – SPP bounces back to reach year high

July 9, 2025

Nutrient Action Programme could destroy NI pig sector, UFU warns

July 9, 2025

Straw prices for the week ending July 13, 2025

July 9, 2025
Latest News

GB pig prices for week ending July 5, 2025 – SPP bounces back to reach year high

July 9, 2025

Nutrient Action Programme could destroy NI pig sector, UFU warns

July 9, 2025

Comment: British pork reimagined: Data-led marketing for a changing consumer

July 9, 2025
Sponsored Content

THE GATEKEEPER OF RESPIRATORY HEALTH – MYCOPLASMA HYOPNEUMONIAE (M.HYO)

April 30, 2024

Tackle the root cause of PWD with free diagnostic tests

March 1, 2024
Current Pig Industry jobs
  • Pig Stockperson – Ref 1759 North Yorkshire

    • North Yorkshire
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Pig Stockperson – Ref 1758 Norfolk

    • Norfolk
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Experienced Pig Stockperson – Ref 1757 South East England

    • South East England
    • Roadhogs Recruitment Ltd.
    • Full Time
GETTING IN TOUCH
  • Advertise
  • Contact Us
  • Meet The Editors
  • About Us
  • Email Newsletters
  • Subscribe
  • Reuse permissions
OUR SOCIAL CHANNELS
  • Twitter
  • LinkedIn
PARTNER EVENTS
RELATED SITES
  • Farmers Weekly
  • Agronomist & Arable Farmer
  • Farm Contractor
  • National Pig Awards
  • Pigs Tomorrow
  • Poultry News
  • Weekly Tribune
  • Privacy Policy
  • Cookies Policy
  • Terms and Conditions
© 2024 MA Agriculture Ltd, a Mark Allen Group company

Type above and press Enter to search. Press Esc to cancel.