AHDB to launch New Year 'Eat Balanced' consumer campaign

AHDB is launching a £1.5 million New Year TV-led advertising campaign encouraging consumers to ‘Eat Balanced’. 

Working with stakeholders and industry partners from across the pork, beef, lamb and dairy sectors, the campaign represents a first for the meat and dairy industry, delivering a collaborative and concerted message.

The campaign will appear on TV, social media, digital and supermarket packaging and aims to highlight the nutritional benefits of enjoying red meat and dairy, while showcasing Britain’s world class standards in food production and sustainability.

It will be built around three key messages, which AHDB believe can become a drum beat for our industry:

Meat and dairy contain vitamin B12, an essential nutrient not naturally present in a vegan diet

• Red meat and dairy from Britain is produced to world class food and farming standards
• Red meat and dairy from Britain is amongst the most sustainable in the world.
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AHDB’s Chief Marketing and Communications Officer Christine Watts said: “In Britain we have so much to be proud of when it comes to the food we eat, how it is produced and the entire journey from farm to fork.

“Our farmers operate to some of the highest standards in the world and this campaign aims to balance the negative commentary around farming as well as the importance of eating red meat and dairy as part of a balanced and healthy diet. AHDB is championing a message with consumers for a bright new year – eat balanced: enjoy the food you eat”

The campaign follows months of extensive consumer testing to better understand the needs and desires of the British public.

Liam Byrne, AHDB’s Head of Marketing, said: “The nation needs a bit of a lift as it’s been a tough time for everyone, so now more than ever we wanted to create a campaign that feels uplifting and reassuring for consumers who are increasingly being told by the media to reduce their meat and dairy consumption.

“As such this is also a very important campaign for our levy payers as it tells the real story of food and farming from Britain.”

AHDB want farmers to get involved and share their stories on social media. A range of assets have been designed that are free to download from January 4 and will help farmers promote the inclusion of red meat and dairy in the diet of British consumers.

For more information on the campaign and how you can get involved, visit ahdb.org.uk/WeEatBalanced