Consumer campaigns shine spotlight on quality British meat

The AHDB’s Let’s Eat Balanced marketing campaign is up and running again, promoting the exceptional taste, flavours and nutritional benefits of lean meat and dairy as part of a varied and balanced diet.

Set to run throughout January, it will be followed in February by a new pork advertising campaign.

Rooted in evidence-based research, the Let’s Eat Balanced campaign communicates accurate, transparent information about the nutritional benefits of lean red meat and dairy.

It is closely aligned with the government’s Eat Well Guide, which promotes a varied, healthy and balanced diet.

See also: Buoyant sheep prices prompt more slaughtering

Oxfordshire farmer Silas Hedley-Lawrence, who features in the campaign, said: “The Let’s Eat Balanced campaign, funded by our levy, educates consumers about the importance of red meat and dairy in a balanced diet, using evidence-based research.

“It promotes our positive farming practices and showcases the high quality of British produce. It helps us tell our stories and reach more consumers. As a farmer, I am proud to play my part.”

Consumers will see the campaign’s This & That adverts on television and streaming services, in cinemas, on YouTube, and on social media – Facebook, Instagram and Pinterest.

© Adobe Stock

Pork campaign

The “British pork… but not as you know it” campaign is designed to inspire home cooks to incorporate British pork into their weekly meals, shining a spotlight on lean cuts such as loin steaks and 5%-fat pork mince, showcasing their versatility and appeal.

The campaign will appear across traditional and on-demand TV, alongside digital platforms such as YouTube and social media, and in-store promotions.

Last year’s British Pork campaign saw a £10.05 return in sales reported for every £1 of levy money invested in advertising during the campaign.

This equates to an additional £9.6m in retail sales or 1,331t of pork in shoppers’ baskets.