The Agriculture and Horticulture Development Board (AHDB) has revealed plans to launch a new £1.5 million “Eat Balanced” advertising campaign in January to encourage more British households to continue eating meat and dairy as part of a balanced diet.

Working with stakeholders and industry partners from across the pork, beef, lamb and dairy sectors, AHDB say the campaign will appear on TV, social media, digital and supermarket packaging.

The campaign aims to promote the nutritional benefits of red meat and dairy, whilst also trying to highlight Britain’s status in food production and sustainability.

“The nation needs a bit of a lift as it’s been a tough time for everyone, so now more than ever we wanted to create a campaign that feels uplifting and reassuring for consumers who are increasingly being told by the media to reduce their meat and dairy consumption.”

Chief marketing and communications officer for AHDB, Christine Watts, commented: “In Britain we have so much to be proud of when it comes to the food we eat, how it is produced and the entire journey from farm to fork. 

“Our farmers operate to some of the highest standards in the world and this campaign aims to balance the negative commentary around farming as well as the importance of eating red meat and dairy as part of a balanced and healthy diet. AHDB is championing a message with consumers for a bright new year – eat balanced: enjoy the food you eat.”

AHDB says the campaign follows months of extensive consumer testing to better understand the needs and desires of the British public. 

Liam Byrne, AHDB’s head of marketing, added: “The nation needs a bit of a lift as it’s been a tough time for everyone, so now more than ever we wanted to create a campaign that feels uplifting and reassuring for consumers who are increasingly being told by the media to reduce their meat and dairy consumption. As such this is also a very important campaign for our levy payers as it tells the real story of food and farming from Britain.”