Beige is Beautiful wholegrain campaign

Now launched, the aptly named Beige is Beautiful marketing activity forms part of AHDB’s wider We Eat Balanced campaign and aims to increase consumer awareness around the importance of including whole grains in a healthy, balanced diet.  

The PR led activity running during May and June, is turning a popular cultural belief on its head by highlighting how so-called ‘beige’ food can be beautiful.  The marketing drive will use a piece of iconic art crafted entirely out of whole grains and whole grain products to help convey key messages to consumers via social and traditional media.

Food artist, Prudence Staite, used a combination of barley, porridge oats, wholegrain cereals, rye and wholemeal flour to create the large 2x2.5m reproduction of Van Gogh’s Sunflower painting. The result truly supports the campaign messaging that beige foods really are beautiful.

A consumer survey story examining the lack of consumer awareness around whole grains features comments from Dr Gill Jenkins, who highlights the importance of fibre in the diet and the role whole grains can play.  She points out the need for people to choose foods rich in fibre to support good digestion, help to feel fuller for longer and to lower health risks.

This activity is supported by food and farming social influencer Julius Roberts, @telltalefood, who has created inspiring content on his social channels to highlight the importance and versatility of whole grain foods.  

This new campaign builds on the AHDB’s ‘We Eat Balanced’ work earlier in the year and provide guidance on how we can introduce more high fibre foods into our diet with a dedicated article on the We Eat Balanced website.