AHDB’s We Eat Balanced campaign is returning to TV screens this Christmas to showcase the benefits of red meat and dairy as part of a healthy and sustainable diet.
Adverts featuring nine-year-old Nancy and her grandfather – who discuss the benefits of meat and dairy – are set to reach over 32 million adults when featured on ITV, Channel 4 and Sky from Boxing Day, alongside YouTube.
The campaign will also return to social media from 3 January, coinciding with the start of Veganuary, with 41 million opportunities for a younger target audience to see what the levy board described as “myth busting content” on Facebook and Instagram focused on healthy eating and sustainability.
AHDB said major supermarkets would also promote the We Eat Balanced brand in meat and dairy aisles, with 8 million on-pack stickers, milk bottle branding and banner adverts on retailer websites.
It added a “well-known TV celebrity and doctor” would also support the campaign by “spreading the message of the positive role meat and dairy can play in diets with a key focus on the benefits of Vitamin B12”, with more details to be announced in the new year.
AHDB hails success of We Eat Balanced meat and dairy campaign
“The We Eat Balanced campaign continues to play an important role in helping to position the benefits of red meat and dairy from Britain as part of a healthy and sustainable diet,” said AHDB director of marketing Liam Byrne.
“We know that as the cost of living increases, more people will become reliant on lower cost foods which tend to be calorie dense and nutrient poor, further increasing the risk of diet-related disease.”
This year’s ad push in January and February was seen by 24 million households in the UK, with purchase intent for meat had risen five percentage points to 77% among 34 to 49-year-olds, AHDB said.
“Our aim is to shine a spotlight on the positive choices consumers can make,” added Byrne. “Milk is such an affordable and nutrient dense food, while meats like beef, lamb and pork contain up to nine essential vitamins, including Vitamin B12, which you won’t find naturally in vegetables.
“Our aim is to give more consumers the confidence that by choosing red meat and dairy from Britain, they are choosing nutrient dense produce with one of the lowest carbon footprints and highest welfare standards in the world.”
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