AHDB has announced its new campaign Let’s Eat Balanced, which will include three new TV adverts showcasing British beef, lamb and dairy.
Starting from 1 January, the theme for the campaign is THIS and THAT, encouraging consumers to adopt a sustainable, and healthy diet. The adverts will show the importance of British beef, lamb and dairy, highlighting how natural sources of protein and vitamin B12 can reduce tiredness.
There will also be focus on the processes behind food production, looking at how THIS rain and grass produces THAT beef, lamb, milk and cheese. In turn, THIS vitamin B12 helps THAT fatigue.
Pork will not be included in the latest round phase of the campaign, as funding for it was stopped as part of the sector’s budget cuts announced in November 2022.
Head of domestic marketing at AHDB Carrie McDermid said: “The Let’s Eat Balanced campaign signifies AHDB’s commitment to inspire consumers about the exceptional taste and quality of British beef, lamb and dairy as part of a healthy, balanced diet. THIS and THAT reminds us that balance is key and illustrates the important role of meat and dairy in a well-rounded diet.
“Our partnership with Tasty UK to create ‘Balanced Bites’ videos will encourage the younger (18-25 years) audience to create healthy, balanced dishes using British red meat and dairy. Tasty UK attract over 18 million Gen Z users each month to their social Instagram, TikTok and Snapchat channels, with 98% of their weekly users saying they make cooking and food easier.”
British comedian, actor and broadcaster Richard Ayoade is voicing the adverts, which will be shown across cinemas for the first time, specifically before sequels and family films. Consumers will see the new adverts on mainstream TV channels, on-demand platforms, national newspapers magazines and across various social media channels.
AHDB beef and lamb sector council chair Colin Bateman said: “The Let’s Eat Balanced campaign does not just deliver vital information to consumers about maintaining a nutritious and tasty diet; it also highlights the efforts of farmers dedicated to welfare and sustainable food production.”
For more information about AHDB’s Let’s Eat Balanced campaign, visit their site here.