PGI Welsh Beef has launched a new marketing campaign featuring Wales international rugby union player Dan Lydiate to promote a more ‘real world’ approach to health and strength.
The campaign subverts the contentious ‘are you beach body ready?’ advert, which caused a storm of controversy following its appearance across London tube stations in 2015. The original campaign, launched by a protein supplement brand, was accused of promoting unhealthy body image and this campaign looks to demonstrate how a natural diet can improve health.
Nutritional therapist, Sharon Ling Dip NT mBANT & CNHC comments: "Our bodies need the correct combination of protein, carbohydrates and fats to function well. Protein, in particular, is essential for growth and repair in the body and is a key building block for bones, muscles, cartilage and skin.
“Lean, red meat is a good source of dietary protein and when eaten in moderation, can form part of a healthy diet. It contains a number of essential B vitamins and minerals such as iron, zinc and selenium.
“An advantage of grass-fed beef is that it tends to be lower in overall fat, with a slightly higher proportion of omega 3 than conventionally fed cattle. It also tends to be higher in vitamin E and beta-carotene which improves its overall nutrient profile.”
Lydiate, who prior to his top level rugby career grew up on a farm in Llandrindod Wells, appears in traditional farming attire in front of a herd of Welsh Beef cattle, alongside the strapline ‘are you beef body ready?’
Shot at Vians Hill Farm in Vale of Glamorgan, the new advert will feature on outdoor advertising space in Cardiff during the Autumn Internationals, and as part of a digital campaign on PGI Welsh Beef’s Facebook page and Twitter profile. This will include an opportunity for people to win tickets for Wales’ final Autumn International against South Africa, by filling in the blank in the sentence “I need to be #BeefBodyReady because ___”. Example answers might include ‘I eat Welsh Beef’, or ‘I work a 12-hour shift before coming home to feed my three children.’
The digital campaign additionally promotes content on eatwelshbeef.com, with commentary from nutritional therapist, Sharon Ling and information on how Welsh Beef can be featured as a source of protein in a healthy diet.
Rhys Llywelyn, Market Development Manager at Hybu Cig Cymru – Meat Promotion Wales (HCC), commented, “There are so many ‘protein added’ products on the market. We wanted to highlight that with Welsh Beef, protein comes as standard. This campaign provided us with a fun and light-hearted approach to supporting the benefits of a healthy and balanced diet that includes Welsh Beef. Dan was the ideal candidate to front our campaign, where his farming background and profession perfectly embody real world health and strength.”