The theme for the January campaign is ‘this and that’, encouraging consumers to adopt a sustainable, healthy and nutritiously balanced diet. The adverts will highlight that British beef, lamb and dairy are natural sources of protein and vitamin B12 which helps to reduce tiredness.
Carrie McDermid, head of domestic marketing, AHDB, said: “The Let's Eat Balanced campaign signifies AHDB's commitment to inspire consumers about the exceptional taste and quality of British beef, lamb and dairy as part of a healthy, balanced diet. ‘This and that’ reminds us that balance is key and illustrates the important role of meat and dairy in a well-rounded diet.
“Our partnership with Tasty UK to create ‘Balanced Bites’ videos will encourage the younger (18-25 years) audience to create healthy, balanced dishes using British red meat and dairy. Tasty UK attract over 18 million Gen Z users each month to their social Instagram, Tik Tok and Snapchat channels, with 98% of their weekly users saying they make cooking food easier.
“Let’s Eat Balanced aims to capture consumers at every touchpoint, with its vibrant colours and streamlined design catering to a broad demographic, especially appealing to the younger Gen Z audience.”