We Eat Balanced campaign returns to screens today

AHDB’s consumer marketing campaign We Eat Balanced returns to TV screens today with a new advert, designed to present the facts and bust the myths around food and farming from the UK.

The campaign, which has three different versions of the TV advert for beef, a lamb and a pork, will be live throughout January and February on terrestrial and digital TV, video on demand, social media and in major supermarkets. A revamped website will act as the ‘hub’ of the campaign, presenting evidence-based facts to the public.

Liam Byrne, Interim Marketing Director at AHDB said: “January is a key time of year for our We Eat Balanced campaign to run as there is a greater emphasis on the ‘reduce meat and dairy’ message to consumers from brands, TV shows and the media in general.

“Through the campaign, we are giving farmers a platform and a voice to present the facts about food and farming from the UK, and sharing across industry to make sure we are all using evidence-based information consistently.”

The We Eat Balanced was launched in January 2021 with its unique cross-sector focus, and came back in the autumn with an online focus to reinforce the positive messaging.

Short videos targeting ‘waverer’ consumers on social media throughout September and into October were seen over 5.5 million times and the We Eat Balanced campaign was successful in shifting consumer attitudes, AHDB said. The campaign was also supported by eight major retailers, with in-store and online activity including on-pack stickers, messaging down the aisles and digital banners.

Midweek campaign coming back

Later in January, AHDB will be launching the latest phase of its ‘Mix-Up Midweek with Pork’ campaign. Starting on January 17 and running until February 26, a national TV advert will promote the versatility and nutritiousness of pork, and encourage people to choose it as part of a healthy diet.

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Editor of LBM titles Pig World and Farm Business and group editor of Agronomist and Arable Farmer. National Pig Association's webmaster. Previously political editor at Farmers Guardian for many years and also worked Farmers Weekly. Occasional farming media pundit. Brought up on a Leicestershire farm, now work from a shed in the garden in Oxfordshire. Big fan of Leicester City and Leicester Tigers. Occasional cricketer.