AHDB hails success of We Eat Balanced meat and dairy campaign

Brits were more likely to look upon meat and dairy favourably after seeing AHDB’s recent ‘We Eat Balanced’ campaign, the levy board has claimed.

The £3.5m push – which is now in its second year – ran in January and February, focusing on sustainability credentials, red meat and dairy as a source of vitamin B12, and Britain’s “world-class production standards”.

AHDB said the campaign was seen by 24 million households in the UK, with purchase intent for meat had risen five percentage points to 77% among 34 to 49-year-olds.

Another highlight of the campaign was dairy’s six point rise in intent to 84% among 16-34 year-olds , while the TV ad – which featured a nine-year-old called Nancy discussing the benefits of meat and dairy with her grandfather – “proved a hit with consumers”, delivering strong cut-through, AHDB said.

This was particularly the case with young adults – a demographic that has historically been harder to reach – with 65% of those polled by AHDB stating they liked the commercial, and 82% finding it “interesting”.

Following the campaign, consumer perceptions that meat and dairy from Britain was produced sustainably also grew significantly – up five and eight percentage points to 41% and 51% respectively.

However, AHDB conceded this year’s social media campaign, was “less direct” in its messaging to the one it ran last year, which attracted “the most complaints” of any in 2021, and a failed bid by vegan campaigners to ban it via the Advertising Standards Authority.

“The campaign played an important part in helping counteract the sensationalist headlines by helping to position the positive role that red meat and dairy from Britain can play as part of a healthy and sustainable diet,” said AHDB director of marketing Liam Byrne.

“It’s also great to see how well the campaign has landed with young people, who are typically very engaged in issues of ethics, health and the environment,” he added.

“Most of us want to do the right thing, by making small positive changes to improve our health and the health of the planet. By understanding that when you choose red meat and dairy from Britain you are choosing products with some of the lowest carbon footprints and highest welfare standards in the world, is something we can all do, easily.”