The campaign returns this autumn to reinforce the importance of British meat and dairy in helping to form part of a healthy and sustainable diet. AHDB had previously been restricted from using 'British' as the primary message because of EU State Aid Rules.
Running from 8th September until 22nd October, ‘We Eat Balanced’ will not only aim to promote consumer awareness but also seek to foster long-term positive attitudes towards naturally produced British red meat and dairy.
Like previous campaigns consumers will be educated on the numerous nutritional benefits of incorporating lean red meat and dairy to their diet. These benefits include vitamin B12, an essential nutrient not naturally present in foods of plant origin.
Liam Byrne, director of marketing at AHDB, said: “By incorporating the 'British' message, which we know is important to consumers, our aim is to highlight the exceptional taste and quality of our home-grown meat and dairy, whilst advocating its role in a nutritionally balanced and sustainable diet.
“We believe that through these efforts we can foster a strong and enduring connection between consumers and our British farmers, who are so passionate about providing quality and sustainable food at every step of its journey, from field to fork.”