AHDB’s We Eat Balanced campaign chimes with younger audience

AHDB’s We Eat Balanced TV advert has proved a hit with the historically harder-to-reach young adult demographic.

The advert, which featured nine-year-old Nancy and her grandfather, communicated that meat and dairy could be part of a healthy diet.

The £3.5m advertising campaign ran throughout January and February and was seen by nearly 24 million households across TV screens, media and in print.

See also: Opinion: Take part in AHDB ‘shape the future’ consultation to have your say

Research carried out by the levy body following the campaign found that it chimed with young adults in particular – 65% liked the commercial and 82% said they found it interesting.

The campaign focused on three key messages – red meat and dairy as a source of Vitamin B12, Britain’s world-class production standards, and that red meat and dairy from Britain is among the most sustainable in the world.

Following the campaign, which is now in its second year, consumer perceptions that meat and dairy from Britain is produced sustainably grew significantly – up five and eight percentage points to 41% and 51%, respectively. 

Meat and dairy perceptions rise

We Eat Balanced also drove significant uplifts in attitudes around health, with the number of consumers seeing meat and dairy as a source of vitamin B12 rising five and four percentage points to 30% and 34%, respectively.

The campaign, which was aimed at people who were looking to reduce the amount of meat and dairy they consumed, also generated nearly 45 million impressions across social media and video-on-demand.

Ninety per cent of those surveyed said the TV advert communicated that meat and dairy can be part of a balanced diet.

AHDB director of marketing Liam Byrne said the campaign had helped to counteract sensationalist headlines by helping to position the positive role that red meat and dairy from Britain could play in a healthy and sustainable diet.

Buying British benefits

“It’s also great to see how well the campaign has landed with young people, who are typically very engaged in issues of ethics, health and the environment,” he added.

“Most of us want to do the right thing, by making small positive changes to improve our health and the health of the planet. By understanding that when you choose red meat and dairy from Britain you are choosing products with some of the lowest carbon footprints and highest welfare standards in the world, is something we can all do, easily.”  

• AHDB levy payers are being invited to have their say on how their funds are spent over the next five years. Registration is open until Thursday 31 March.