Relaunch for levy body’ s TV advert

Farm levy body AHDB is preparing to relaunch its We Eat Balanced meat and dairy TV advertising campaign in January.

The campaign first ran in January this year to coincide with Veganuary – an initiative which encourages people to adopt a vegan diet for the month of January.

It aims to showcase the role meat and dairy from the UK play in a balanced and sustainable diet, with a focus on highlighting both food groups as a natural source of vitamin B12.

The TV advert, which will be broadcast on Channel 4, ITV and Sky as well as on-demand services, features a little girl named Nancy and her grandad.

AHDB said the campaign website has been revamped to include stories from

farmers across the UK, and promotional material will be displayed in supermarket meat and dairy aisles.

“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 production standards in the world,” said AHDB director of marketing, Liam Byrne.

AHDB data after the first campaign showed a 6% increase in the number of consumers who felt red meat could form part of a healthy, balanced diet, and a 9% increase in those who felt the same about dairy.

The campaign was also the subject of an investigation after complaints were made, including submissions from the Vegan Society and Compassion in World Farming UK, to the Advertising Standards Authority (ASA).

The complainants said the adverts were misleading because they implied consumption of meat and dairy was required in order to eat a healthy, balanced diet, and to obtain vitamin B12.

ASA rejected the complaints and AHDB described the decision as a “landmark ruling” for British farmers.

An image from AHDB’S We Eat Balanced campaign.