AHDB lauds red meat and dairy campaign success

Consumers have voiced a more favourable attitude towards eating red meat and dairy thanks to an industry campaign.

We Eat Balanced ran across TV, social media and print in January and February to show consumers the role red meat and dairy can play in a balanced diet, and the sustainability of livestock production in Britain.

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The AHDB’s £1.5m initiative targeted consumers who were considering changes to their diet at the start of the year, with accurate information about UK beef and dairy.

Over the seven weeks, the campaign generated 80 million impressions on social media, reaching 10 million consumers. It also reached six million people in print and 2.5 million through video on demand.

The advertising was rolled out amid strong sales of meat and dairy during January.

Retail volumes for total red meat were up 15.1% in the month to 24 January, according to Kantar, and dairy also showed a strong performance, up 11.8% in volume compared with January 2020.

Campaign results

The campaign results showed 6% more consumers in the target audience felt red meat could form part of a healthy, balanced diet.

And 9% more consumers also said they felt the same about dairy. There was an 8% increase in the consumers seeing dairy as produced in both a natural and sustainable way.

One of the campaign’s key messages was promoting red meat and dairy as a source of vitamin B12.

Christine Watts, AHDB’s chief officer for marketing and exports, said the results were a “great outcome for all concerned” and thanked farmers and others in the industry for supporting the campaign.

“At a time when people are thinking about new year diets and considering cutting out or cutting back on certain foods, it shows the impact of addressing the misinformation which is regularly served up to consumers about the role red meat and dairy can play in the diet, and the environmental sustainability of our livestock production,” Ms Watts said.

“Consumers want reassurance about their food choices and are looking for permission to continue eating the foods they enjoy as part of a healthy, balanced diet.”

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