Since joining The Farming Forum we have read a lot about AHDB and in particular their marketing activity. As a trade association 127 of our members are processor and / or exporter levy payers and it is for that reason that we are able to meet regularly with the team (albeit over Microsoft Teams) for marketing updates and to discuss how the very best for money can be driven from the levy. We are of course happy to raise concerns on the part of our members as well as ensuring that our members get behind the activty available. Likewise we will always tweet the materials and support AHDB and other supportive organisations tweets (our twitter account is @AIMS_meat please feel free to follow us). Our members all recieve daily updates from us 6 days per week and we'll often highlight AHDB Marketing, Market Intelligence and Export work.
So it was with interest that we saw this short presentation film on the recent Eat Balanced Campaign:
Given that the campaign included 3 versions of a TV advert shown on both terrestial channels and Video on Demand, significant printed media space as well as social media via the 3 main channels of Facebook, Instagram and Twitter the £1.5million spend looks like good value for money. For almost any campaign to be really successful it is the 'stakeholders' who need to get behind the messaging and support it fully. We are aware that some have seen the activity as being ill advised as it lay a very real challenge down the annual veganuary campaign. As a marketer myself, I have followed (and have been signed up to Veganuary) for several years. This year, their campaign was poorly executed, failed to drive any real media traction and simply scored a minor hit in getting some of the supermarkets to jump on board what is in effect a free bandwagon for them and a platform to sell high margin ultra-processed meat alternatives. Veganuary don't have to issue their campaign spend as they are a charity. They are also very reliant on their supporters creating critical mass and supportive noise around their work. This traction is of course based on their 'supporters' being 100% supportive of the cause.
Certainly, our learning from Eat Balanced is that anyone and everyone who is 'invested' in campaigns such as this need to overtly stand by the message and support it as it is delivered whether you are fully, partially or non-supportive of it. Why? Because those who wish to detract from British Farming are well organised, 'shouty', driven and have an ability to get their messages out across all media channels. Vegnuary by and larged failed to do this in 2021 but you can be sure that they'll be post-rationalising their campaign, learning from their errors and will look to come back stronger in 2022.
So please, take every opportunity to support AHDB activity from Eat Balanced to The New Packed Lunch, from Milk your Moments to Love Pork and in Export, the excellent We Care campaign.
It is your levy and yes, you have a right to expect that it is correctly spent. Just as we try to ensure that the levy collected from our members is also wisely spent.
So it was with interest that we saw this short presentation film on the recent Eat Balanced Campaign:
Certainly, our learning from Eat Balanced is that anyone and everyone who is 'invested' in campaigns such as this need to overtly stand by the message and support it as it is delivered whether you are fully, partially or non-supportive of it. Why? Because those who wish to detract from British Farming are well organised, 'shouty', driven and have an ability to get their messages out across all media channels. Vegnuary by and larged failed to do this in 2021 but you can be sure that they'll be post-rationalising their campaign, learning from their errors and will look to come back stronger in 2022.
So please, take every opportunity to support AHDB activity from Eat Balanced to The New Packed Lunch, from Milk your Moments to Love Pork and in Export, the excellent We Care campaign.
It is your levy and yes, you have a right to expect that it is correctly spent. Just as we try to ensure that the levy collected from our members is also wisely spent.
