We Eat Balanced campaign returns to TV screens on Boxing Day

AHDB's successful We Eat Balanced campaign returns to TV screens this Christmas to showcase the benefits of red meat and dairy as part of a healthy and sustainable diet.

Adverts featuring nine-year-old Nancy and her grandfather are set to reach over 32 million adults when featured on channels including ITV, Channel 4 and Sky from Boxing Day (26 December), as well as being available to watch on YouTube.

The campaign returns to social media on 3 January 2023 with 41 million opportunities for a younger target audience to see myth-busting content on Facebook and Instagram focused on healthy eating and sustainability.

Major supermarkets will once again be promoting the brand in meat and dairy aisles, with eight million on-pack stickers, milk bottle branding and banner adverts on retailer websites.

Also, in January, a well-known TV celebrity and doctor will be supporting the campaign by spreading the message of the positive role meat and dairy can play in diets, with a key focus on the benefits of Vitamin B12*, with more details to be announced in the new year.

AHDB’s Director of Marketing, Liam Byrne, said: “The We Eat Balanced campaign continues to play an important role in helping to position the benefits of red meat and dairy from Britain as part of a healthy and sustainable diet.

“We know that, as the cost of living increases, more people will become reliant on lower-cost foods which tend to be calorie-dense and nutrient-poor, further increasing the risk of diet-related disease.

“Our aim is to shine a spotlight on the positive choices consumers can make”, he added. “Milk is such an affordable and nutrient-dense food, while meats like beef, lamb and pork contain up to nine essential vitamins, including Vitamin B12, which you won’t find naturally in vegetables.

“We want to give more consumers the confidence that by choosing red meat and dairy from Britain, they are choosing nutrient-dense produce with one of the lowest carbon footprints and highest welfare standards in the world.

“It’s also great to see how well the campaign continues to land with younger people, particularly those engaged in issues of ethics, health and the environment because these are the consumers of the future.”

*Vitamin B12 is naturally found in meat and dairy and helps reduce tiredness and fatigue.

Background:

• Pork is naturally rich in protein, low in sodium and provides nine vitamins and minerals: vitamin B1 (thiamin), vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 and vitamin B12, as well as phosphorus, potassium, selenium and zinc
• Beef is naturally rich in protein, low in sodium, and provides eight vitamins and minerals: vitamin B2 (riboflavin), vitamin B3 (niacin), vitamin B6 and vitamin B12, as well as iron, phosphorus, potassium and zinc
• Lamb is naturally rich in protein, low in sodium and provides seven vitamins and minerals: vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 and vitamin B12, as well as phosphorus, potassium and zinc
• Dairy (milk, yogurt, cheese) contains protein, calcium, iodine, phosphorous and vitamin B12