Levy bodies’ campaign promotes benefits of meat to 17 million consumers
A collective campaign between the Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) – Meat Promotion Wales helped promote the health benefits of beef, lamb and pork to over 17 million consumers.
The campaign consisted of a range of activities over the last 12 months to help counter misinformation in the media on the role of red meat in the diet, providing reassurance and evidence-based information to consumers regarding the important health benefits beef, lamb and pork provide.
Alan Clarke, chief executive of QMS, said: “In an age of confusing, often contradictory headlines, and the differing viewpoints that current science and research present, it is vitally important that the role red meat plays in a healthy, balanced diet is communicated clearly and accurately to the public.
“We seek to provide evidence-based information in the interest of public health, to help consumers make informed nutritional choices instead of following trend-led diets or acting on sensationalised media claims.
The programme also launched the Food Advisory Board this year, a panel of leading experts in nutrition, agriculture and environmental science, drawing on their knowledge in order to support the promotion of a balanced diet.
The bodies have worked with the board to engage with trade media, place balanced and informative commentary across a wide range of national news outlets with a combined readership of 10 million, and have provided commentary for 14 major advertorials with a 3.3 million total reach.
A social media campaign featuring influencers, including Spencer Matthews, BritMums and Dr Alex George also helped highlight the nutritional properties of red meat to a combined total of 6 million online users.