A network of 100 farmers will highlight the benefits of meat and dairy as part of an industry campaign, as new research shows producers are getting better at telling the story of farming.
The ‘We Eat Balanced’ consumer marketing campaign, spearheaded by the AHDB, highlights the positive role meat and dairy can play in a sustainable and healthy diet.
The network of farmers will promote and share the key messaging on social media during the first part of the £3.5m campaign running to the New Year.
Throughout September and October, the benefits of beef, pork, lamb and milk, which contain vitamin B12, an essential nutrient not naturally present in plant-based foods, will be highlighted.
The network of farmers will also be sharing the high food and farming standards of UK meat and dairy production, which is some of the most sustainable in the world.
And with ongoing trade talks raising a wider debate around food import standards in the run up to COP 26, the campaign will share the story of British farming in the form of short videos.
The autumn phase of the campaign will be followed up in January 2022 with a new TV advert and supporting social media campaign.
AHDB’s head of marketing Liam Byrne said: “The pilot We Eat Balanced campaign which ran in January this year showed consumers were receptive to messages reminding them of the role beef, lamb, pork and dairy can play in a balanced diet.
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