The AHD campaign “Eat like a Lioness” has won the Marketing Campaign of the Year award from the Trade Association Forum (TAF).
The campaign featured former England footballer Anita Asante and was launched in July 2023 to inspire female athletes to add meat and dairy into their diets as a means of pushing them to reach their potential.
Featured across many publications and media, the campaign had Anita turn into an actual lioness, creating striking images that reached 3.5 million people on social media.
The crux of the promotional message involved raising awareness to the nutritional benefits of red meat and dairy due to their levels of iron and vitamin B12.
Former England team nutritionist James Morehen also ensured that the campaign put the science of good nutrition first by helping to combat the mixed messages teenage girls receive regarding what is and isn’t good to eat.
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Emily Wallace, the chief executive of TAF, Emily Wallace and one of the judges said: “This campaign was a standout winner.
“The judges were impressed by both the creativity of the campaign and its impact – 52 pieces of media coverage reaching over 45 million people across all channels.”
Domestic and International Marketing Director at AHDB Liam Byrne said: “We are thrilled to receive this award. I’d like to thank Anita and James, and the AHDB marketing team for their hard work on getting this important message out.
“The aim of the campaign was to educate teenage girls, coaches, and parents about the role meat and dairy can play in a healthy, balanced diet.
“The campaign’s success has been fantastic and it’s wonderful to get this recognition from the Trade Association.’’
More about AHDB campaigns can be found here.
