AHDB wins Marketing Campaign of the Year for Eat Like a Lioness

The campaign featured former England footballer Anita Asante and aimed to inspire young female athletes to reach their potential by including meat and dairy in their diet.

Ms Asante was transformed into a lioness by a specialist body artist for the striking images that accompanied the campaign, which highlighted the nutritional benefits of red meat and dairy including iron and vitamin B12.

Former England team nutritionist James Morehen also contributed his expertise, promoting the science of good nutrition to try and combat the incorrect and mixed messaging teenage girls often receive when it comes to food.

Emily Wallace, Chief Executive of the Trade Association Forum and one of the head judges on the panel, said:

“This campaign was a standout winner. The judges were impressed by both the creativity of the campaign and its impact – 52 pieces of media coverage reaching over 45 million people across all channels.”

Domestic and International Marketing Director at AHDB Liam Byrne said:

“We are thrilled to receive this award. I’d like to thank Anita and James, and the AHDB marketing team, for their hard work on getting this important message out.

“The aim of the campaign was to educate teenage girls, coaches and parents about the role meat and dairy can play in a healthy, balanced diet.

“The campaign’s success has been fantastic, and it’s wonderful to get this recognition from the Trade Association Forum.’’

The Eat like a Lioness campaign featured on BBC, TalkSport and Sky Sports News, and it generated 3.5 million impressions on social media.