The Agriculture and Horticulture Development Board’s (AHDB) ‘We Eat Balanced’ campaign was created to drive awareness of the nutritional value lean meat and dairy can add as part of a healthy, balanced diet.
The campaign, which is now in its third year, ran from Autumn 2022 to January 2023 and was seen by 43 million adults in the UK. Analytics from the campaign reveal that nine out of ten consumers who saw the most recent We Eat Balanced TV advert agreed it successfully communicated that meat and dairy form part of a balanced diet.
In January, We Eat Balanced featured on mainstream TV/On Demand, YouTube, newspapers, social media and in eight major supermarkets, where eight million on-pack stickers linked shoppers to healthy meat recipes.
According to AHDB, its social media campaign also delivered more than 41 million impressions, with new content targeting the next generation of consumers, aged between 18-25. More than 90% who saw We Eat Balanced on social platforms said they felt reassured that British meat and dairy are sustainable.
TV’s Dr Ranj Singh took part in the project's promotion of dairy products, and Dr Emily Andre got involved as part of Iron Awareness Week. The social media campaign highlighted that nearly half of young women in Britain are iron deficient, and the positive role red meat can play as part of a balanced diet.
Director of marketing at AHDB, Liam Byrne said that the campaign played “an important role in helping shine a spotlight on the nutritional value red meat and dairy can bring – especially micronutrients such as iron, zinc, and calcium, that we know are found in a more bioavailable form in animal sourced foods.”
More information about the campaign can be found at www.ahdb.org.uk.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
