The Agriculture and Horticulture Growth Board (AHDB) has introduced the launch of its new Let’s Eat Balanced marketing campaign, with three TV adverts showcasing British beef, lamb and dairy on 1st January 2024.
The theme for the January marketing campaign is THIS and THAT, encouraging customers to undertake a sustainable, wholesome and nutritiously balanced food regimen.
AHDB mentioned the marketing campaign adverts will spotlight that British beef and lamb, and dairy are pure sources of protein and vitamin B12 which helps to scale back tiredness. The messaging will showcase how “THIS rain and grass produces THAT scrumptious beef, lamb, milk and cheese, which offers THIS vitamin B12 which helps with THAT fatigue”.
Lending his distinctive voice to the cinema and tv advert is British comic, actor and broadcaster, Richard Ayoade. He’s greatest identified for his roles because the host of Journey Man: 48 Hours in…, Have I Acquired Information For You and socially awkward IT technician, Maurice Moss within the Channel 4 sitcom The IT Crowd (2006–2013), for which he received the 2014 BAFTA for Finest Male Comedy Efficiency. AHDB mentioned Ayoade “brings his distinctive wit, allure and charisma to raise the model messaging to new heights”.
The marketing campaign advert can be seen throughout cinemas for the primary time, specializing in a lot anticipated sequels and household enjoyable movies. Shoppers will see the three new 30 and 10-second TV adverts, every highlighting British beef, lamb, and dairy on mainstream TV channels, together with Sky, ITV, and Channel 4, in addition to on video-on-demand platforms. Moreover, they may seem in nationwide newspapers and magazines, in-store and on-line at eight main retailers, and throughout varied social media channels.
Constructing on We Eat Balanced
The Let’s Eat Balanced marketing campaign will construct upon the earlier We Eat Balanced marketing campaign and goals to champion British beef, lamb, and dairy. AHDB mentioned the change in model identify follows client analysis that exposed Let’s Eat Balanced to be a extra direct name to motion, resonating higher with customers.
Carrie McDermid, head of home advertising and marketing at AHDB, mentioned: “The Let’s Eat Balanced marketing campaign signifies AHDB’s dedication to encourage customers concerning the distinctive style and high quality of British beef, lamb and dairy as a part of a wholesome, balanced food regimen. THIS and THAT reminds us that stability is essential and illustrates the necessary position of meat and dairy in a well-rounded food regimen.
“Our partnership with Tasty UK to create ‘Balanced Bites’ movies will encourage the youthful (18-25 years) viewers to create wholesome, balanced dishes utilizing British crimson meat and dairy. Tasty UK entice over 18 million Gen Z customers every month to their social Instagram, TikTok and Snapchat channels, with 98% of their weekly customers saying they make cooking and meals simpler.
“Let’s Eat Balanced goals to seize customers at each touchpoint, with its vibrant colors and streamlined design catering to a broad demographic, particularly interesting to the youthful Gen Z viewers.”
Colin Bateman, AHDB beef and lamb sector council chair, mentioned: “The Let’s Eat Balanced marketing campaign doesn’t simply ship very important info to customers about sustaining a nutritious and engaging food regimen; it additionally highlights the efforts of farmers devoted to welfare and sustainable meals manufacturing.”
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