The Agriculture and Horticulture Development Board (AHDB), Quality Meat Scotland (QMS) and Hybu Cig Cymru – Meat Promotion Wales (HCC) funded the initiative. The aim of the 12-month campaign was to counteract the misinformation in the media surrounding the role of meat in people’s diet.
Jane King, AHDB chief executive, said: “In a world of confusing headlines and bogus science, it is essential that the important role meat plays in a healthy, balanced diet is communicated accurately. We seek to help consumers make informed choices about the food that they consume.”
The positive message has reached 1.4 million people who might previously have missed the information. The messages aimed to educate people that lean meat can be incorporated into their mid-week meals.
Alan Clarke, chief executive of QMS, added: “It is absolutely imperative that we continue to strongly communicate the facts about the role of meat in a healthy balanced diet to consumers who are facing a constant flow of unbalanced, and often inaccurate, coverage by some parts of the media.
“A joint-industry push-back on this misinformation is key as we continue to drive public awareness of the many health benefits of meat.”
The programme worked with the Meat Advisory Panel (MAP) that keeps the public informed of the importance of meat in a balanced diet.
Beef is naturally rich in protein, which helps muscle growth and supports muscle mass, while lamb contains seven different vitamins and minerals that support good health and wellbeing.
Celebrities including ex-Welsh rugby player Shane Williams and television presenter Angellica Bell appeared in a range of videos throughout the campaign to promote positive messages about meat.