To highlight the role of meat and dairy in a balanced and sustainable diet, AHDB’s ‘We Eat Balanced’ campaign will be returning to national TV screens on January 4, 2022.
The ad will be broadcast on Channel 4, ITV, and Sky, as well as on-demand services, and with the added support from the brand-new social assets of Instagram and Facebook, the advert aims to reach 90% of adults within a month.
The advert will focus on the goodness of world-class standard red meat and dairy as a natural source of vitamin B12.
AHDB has worked with farmers across the UK to make them central to the social campaign. Across the campaign, farmers will be telling their personal stories of how hard they work to make their meat and dairy some of the most sustainable in the world.
AHDB’s director of marketing, Liam Byrne, said: “Our farmers have a great story to tell, but have struggled in the past to get them in front of consumers, leading many to become detached from the food they eat, how it is produced and how that fits into protecting the environment.”
“The We Eat Balanced campaign seeks to reconnect consumers with their food and demonstrates that if you’d like to make small positive changes for the better, then sourcing your meat and dairy from the UK will mean you’re buying a product with a lower carbon footprint and produced to some of the highest standards in the world,” Liam said.
The campaign has been well received so far, by both consumers and the industry, with some levy payers championing it on social media.
Sheep farmer Charlie Beaty, who features in the new campaign, said: “What AHDB has been able to achieve with the campaign so far has been fantastic and has served as a much-needed boost for our industry. I really enjoyed working on this project and can’t wait to see where the campaign goes next.”