Campaign returns to promote dairy and red meat

Our consumer campaign We Eat Balanced returns this week to help protect long term consumer attitudes to British meat and dairy, as part of a healthy and sustainable diet.

Activity can be seen across ITV, Channel 4 and Sky’s catch-up TV, You Tube, social media, the Guardian and the i newspapers, as well as being promoted in the major supermarkets.

We’ll shine a spotlight on the positive food choices that consumers can make by focusing on three key messages:

• Meat and dairy is a source of Vitamin B12, which isn’t naturally present in plant-based foods
• The UK has world-class production standards
• Red meat and dairy from Britain is amongst the most sustainable in the world

The campaign will again feature nine-year-old Nancy and her grandfather, who proved a hit last time with consumers, particularly young adults – a demographic that’s been harder to reach historically.

Our social media will also feature farmers telling the positive story about British farming by showing the care and attention they take when running a farm and raising livestock.

Please follow, like and share our posts on Facebook and Instagram to help spread the word and play a key part in telling the facts and British meat and dairy.

The last burst of the campaign in January and February was seen by nearly 24 million UK households. After seeing it, purchase intent for meat on the next shop among the 34 to 49 age group rose five percentage points, while dairy saw a six-percentage point increase among the 16 to 34-year-olds.