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How covid-era consumers 'sick of rules' helped shape a new 'Eat Balanced' campaign.

FastTrack | 60-second read

"This year people don't want to be told what to do... They are tired of rules and regulations and being dictated to..." Susie Stannard, Senior Consumer Insight Analyst

A new marketing drive by AHDB, the Agriculture and Horticulture Development Board, aims to inform and educate consumers about eating a balanced diet.

It utilises an interesting new Covid-era consumer insight to persuade people to eat meat and dairy.

Online research with consumers revealed that pandemic-Britain has had more than its fill of rules. So, mindful of this, the campaign adopts a positive tone-of-voice. One that aims to encourage, not preach.

Rather than taking an anti-vegan or entirely pro-meat approach the AHDB campaign occupies the middle-ground of the often intense debate around veganism on social media. Susie Stannard, Senior Consumer Insight Analyst, says “This year people don’t want to be told what to do…They are tired of rules and regulations and being dictated to…”

In short, they deploy a balanced argument to recommend a balanced diet.

Key 'Three'
£1.5m campaign spend
1600 Facebook followers
98% of households enjoy meat and dairy (source: AHDB)

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