Positive conversations about meat & dairy

The benefits of meat and dairy as part of a healthy balanced diet was heard loud and clear, thanks to activity by AHDB, QMS and HCC.

A range of January activity helped counter media misinformation, expected due to the recurring Veganuary initiative. This movement commands a lot of media attention, however according to Kantar Usage, the actual percentage of people who are vegan (using food diaries) stands at 0.6% and that figure remains unchanged year-on-year.

Resources were created: ‘Positive conversations about meat & dairy’, including useful information and digital assets for industry to use, encouraging consistent, evidenced-based messaging. The web page had 2,006 unique pageviews, and 89% of the organisations emailed about this used at least one of the 100+ assets available.

Several marketing initiatives took place, reaching 6.5 million consumers, including a Mail Online advertorial, shared over 700 times. Additionally, social media activity reached an audience of half-a-million.

A TV advert featuring the nutritional benefits of pork aired, supported by in-store and digital activity, achieving huge reach amongst UK households. And a video campaign was launched, ‘Ordinary food is good enough’, challenging misleading messages about food, reaching 1 million consumers.