The Agriculture and Horticulture Development Board (AHDB)’s ‘We Eat Balanced’ campaign has returned to highlight "the positive role red meat and dairy can play in a healthy, sustainable diet."
On its initial airing earlier this year, the TV, print and social media campaign attracted 478 complaints, with some stating that the adverts were misleading.
The ASA investigated three issues but did not uphold any of the complaints.
AHDB said that the core messages in the campaign remain the same:
- Beef, pork, lamb and milk contain vitamin B12, an essential nutrient not naturally present in a vegan diet
- Red meat and dairy produced in Britain is amongst the most sustainable in the world
- Beef, pork, lamb and dairy are produced in the UK to world-class food and farming standards.
The consumer marketing campaign will feature on supermarket shelves, online advertising with the Mail Online and full-page adverts in the Guardian, and includes short videos of farmers telling the story of British farming.
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.
