The Agriculture and Horticulture Development Board’s (AHDB) marketing team is always working to come up with innovative, meaningful campaigns, to educate consumers and encourage them to enjoy meat and dairy as part of a healthy balanced diet.
Many will be familiar with some of our campaigns such as We Eat Balanced and Great British Beef Week, but this summer we have something a little different.With the help of specialist body artist Kate Monroe, Anita transformed into a real-life lioness for the campaign, which aims to address the restrictive diets observed by many teenage girls.
As former performance nutritionist for England’s women’s team Dr James Morehen said: “Young athletes, especially girls, require proper nourishment to meet the demands of a physically active lifestyle. Often overlooked, lean red meat and dairy are the main source of a range of vitamins and minerals that contribute to good health, including nutrients that can be more difficult to get from a plant-based diet, such as calcium, iron, high-quality protein and vitamin B12.
Encouraging the consumption of lean meat and dairy products, while also incorporating plenty of fruit, vegetables, whole grains, and legumes, is the best way for athletes and non-athletes alike to maintain a balanced and sustainable diet. Promoting UK lamb during LLW will be farmer influencers who will showcase the natural landscape and sustainability credentials of their own sheep farms as well as cooking up their favourite shepherd's pie recipe. The 'Shepherds and their Pies' social campaign will feature modern, creative takes on the traditional shepherd's pie, focusing on the value, versatility, and tastiness of lamb mince.
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