The Agriculture and Horticulture Development Board (AHDB) has announced the return of its Let’s Eat Balanced marketing campaign, following a “successful run” in January.
The Let’s Eat Balanced campaign will launch on 27th August and run until 30th September, highlighting the nutritional benefits of dairy and meat as part of a balanced diet.
AHDB will look at promoting the environmentally friendly practices of some British farmers, and campaign activities will feature collaborations with personalities such as Jake Fiennes, a landowner, conservationist and author.
In January, the campaign was reported to have positively shifted consumer perceptions on dairy’s nutritional benefits. AHDB said that when comparing February 2024 to August 2023, there was a 4% rise in consumers agreeing that dairy was a natural source of vitamin B12 (source: TwoEarsOneMouth Campaign Evaluation).
Carrie McDermid, AHDB head of domestic marketing, said: “We are pleased that the January Let’s Eat Balanced campaign performed so well. It successfully highlighted the important roles our farmers play in providing high-quality produce and their dedication to environmentally friendlier practices. We are proud to be back championing British meat and dairy on behalf of our levy payers. This September campaign features a number of farmers on social media showcasing their resilience and tireless dedication to producing the food we eat.”
‘This & That’ advert reaches millions across social media
The Autumn 2023 and New Year 2024 campaigns reportedly reached 47 million adults and generated 94 million social media impressions, with one consumer stating that the ‘This & That‘ TV advert was “very entertaining, motivating and informative”.
A total of 70% of consumers who saw the advert said it provided them with new information about dairy, which they said “empowered them to defend their dietary choices”.
The ‘This & That‘ adverts will be seen across YouTube, ITVX, Channel 4, Sky Go, Disney+ and on Facebook, Instagram and Pinterest. AHDB has partnered with Tasty UK to create ‘Balanced Bites’ videos, encouraging those aged between 18-25 years to create healthy dishes using British dairy.
Silas Hedley-Lawrence, a farmer from Oxford, 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.”
