We Eat Balanced consumer campaign back underway

AHDB’s We Eat Balanced campaign has returned to TV screens with a new advert designed to promote the benefits of eating pork, beef and lamb at this traditionally difficult time of year. 

The campaign will aim to present the facts and bust the myths around food and farming from the UK at a time when the vegan and vegetarian agenda gets an extra push.  

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 campaign 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.

Midweek campaign also returning

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.