© AHDB
An industry campaign that urges the public to buy more meat and dairy will return to TV screens this Christmas with a new advert.
The AHDB is set to relaunch its We Eat Balanced campaign from Boxing Day (26 December) with an advert featuring nine-year-old Nancy and her grandfather.
The advert is expected to reach more than 32 million adults and it will feature on channels including ITV, Channel 4 and Sky, as well as being available to watch on YouTube.
See also: Mythbusters: 8 common misconceptions about British farming and the environment
The marketing campaign will return to social media from 3 January 2023, with 41m opportunities for a younger target audience to see mythbusting content on Facebook and Instagram focused on healthy eating and sustainability.
The cost of the latest campaign is £1.8m.
Major supermarkets will once again be promoting the brand in meat and dairy aisles, with 8m on-pack stickers, milk bottle branding and banner adverts on retailer websites.
Also in January, a well-known TV celebrity and doctor will be supporting 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.
Nutrient-dense foods
AHDB director of marketing Liam Byrne said: “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.
“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.
“Our aim is to shine a spotlight on the positive choices consumers can make.
“Milk is such an affordable and nutrient-dense food, while meats such as beef, lamb and pork contain up to nine essential vitamins, including vitamin B12, which helps to reduce tiredness and is not found naturally in vegetables.”
AHDB hopes the campaign will 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.
Health benefits of red meat and dairy in the diet
The AHDB has highlighted the multiple benefits of eating red meat and dairy products in a balanced diet:
- Pork is naturally rich in protein, low in sodium and provides nine vitamins and minerals: vitamin B1 (thiamin), vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 and vitamin B12, as well as phosphorus, potassium, selenium and zinc.
- Beef is naturally rich in protein, low in sodium and provides eight vitamins and minerals: vitamin B2 (riboflavin), vitamin B3 (niacin), vitamin B6 and vitamin B12, as well as iron, phosphorus, potassium and zinc.
- Lamb is naturally rich in protein, low in sodium and provides seven vitamins and minerals: vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 and vitamin B12, as well as phosphorus, potassium and zinc.
- Dairy (milk, yogurt, cheese) contains protein, calcium, iodine, phosphorous and vitamin B12.
