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.
Reality TV star, Spencer Matthews, promoted the benefits of red meat to over 3 million online users as part of the campaign.
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.
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