Rugby star’s beefy role in healthy diet ad campaign

RUGBY star Dan Lydiate is appearing in an advert for Welsh beef that spoofs a controversial poster that was accused of objectifying women.

The campaign subverts the contentious Are You Beach Body Ready? advert, which caused controversy after its appearance in London Tube stations in 2015.

It prompted an online petition signed by 60,000 people who accused its backers – a protein supplement brand – of promoting an unhealthy body image.

Lydiate, who grew up on a farm in Llandrindod Wells, appears in front of a herd of Welsh beef cattle, alongside the strapline “Are you beef body ready?”

Shot at Vians Hill Farm in Vale of Glamorgan, the advert will appear on outdoor advertising space in Cardiff during the Autumn Internationals and as part of a digital campaign on PGI Welsh Beef’s Facebook page and Twitter profile.

Rhys Llywelyn, market development manager at Hybu Cig Cymru – Meat Promotion Wales (HCC), which is running the campaign, said: “There are so many ‘protein added’ products on the market. We wanted to highlight that with Welsh beef, protein comes as standard.

“This campaign provided us with a fun and lighthearted approach to supporting the benefits of a healthy and balanced diet that includes Welsh beef. Dan was the ideal candidate to front our campaign, where his farming background and profession perfectly embody real-world health and strength.”

The digital campaign also features on eatwelshbeef.com, with commentary from nutritional therapist Sharon Ling and information on how Welsh beef can be a healthy source of protein.

Ms Ling said: “Our bodies need the correct combination of protein, carbohydrates and fats to function well. Protein in particular is essential for growth and repair in the body and is a key building-block for bones, muscles, cartilage and skin. Lean red meat is a good source of dietary protein and when eaten in moderation, can form part of a healthy diet. It contains a number of essential B vitamins and minerals such as iron, zinc and selenium.

“An advantage of grass-fed beef is that it tends to be lower in overall fat, with a slightly higher proportion of Omega 3 than conventionally fed cattle. It also tends to be higher in Vitamin E and betacarotene, which improves its overall nutrient profile.”