Plant Based News has remade a TV advert that claims meat and dairy are ‘essential’.
The Agriculture and Horticulture Development Board (AHDB) launched its We Eat Balanced campaign earlier this month to highlight the alleged ‘nutritional benefits of enjoying red meat and dairy’.
The campaign, which costs £1.5 million, consists of an advert currently running on UK TV. It aims to showcase the UK’s world-class standards in food production and sustainability. There are three different endings featuring dishes using beef, lamb, and pork. All of which include a dairy accompaniment.
‘Meat and dairy naturally provide nutrients’
“An ideal diet is one that offers variety, nourishment, and enjoyment whilst remaining in harmony with the environment,” We Eat Balanced said.
“To keep you and your family healthy it’s best to follow a balanced diet. Meat and dairy naturally provide nutrients, including the essential vitamin B12 not naturally present in a vegan diet.”
Speaking about the campaign, AHDB’s Head of Marketing Liam Byrne said: “The nation needs a bit of a lift as it’s been a tough time for everyone. So, now more than ever we wanted to create a campaign that feels uplifting and reassuring for consumers who are increasingly being told by the media to reduce their meat and dairy consumption.
“As such this is also a very important campaign for our levy payers as it tells the real story of food and farming from Britain.”
However, PBN has decided to remake the advert – showing the harrowing reality of animal agriculture.
“We’ve all got a lot on our plates right now but here’s something you’ll want to make room for,” the new ad states.
“The story of a food so brutal it steals calves from their mothers and the flesh of creatures we humans incarcerate. Then, markets it as something edible.
“The nutrients our bodies need to stay healthy exists in plants. Quit meat and dairy. Enjoy food without victims. Eat plant-based.”
Plant Based News’ ad
PBN’s co-founder Robbie Lockie, who produced the new ad, says he was ‘absolutely outraged’ by the claims AHDB made.
“We’re in the midst of a climate crisis,” Lockie said. “It is absolutely essential we cut our consumption of meat and dairy.
“However, the makers of the original ad claim they wanted to help people feel good. Because the media is ‘always trying to get people to eat less meat and dairy’. This is not only incredibly irresponsible, it denies the fact that animal agriculture is a leading driver for climate change.”
Are vegan diets healthy?
Despite AHDB’s claims, the American Dietetic Association says ‘appropriately planned vegetarian diets, including total vegetarian or vegan diets, are healthful, nutritionally adequate, and may provide health benefits in the prevention and treatment of certain diseases’.
It adds: “Well-planned vegetarian diets are appropriate for individuals during all stages of the life cycle, including pregnancy, lactation, infancy, childhood, and adolescence, and for athletes.”
*PBN’s advert is produced and edited by co-founder Robbie Lockie. Alasdair Fitz-Desorgher narrates and co-edited the script.