Red meat campaign promotes ‘real world’ body image

A new campaign has been launched placing red meat at the centre of developing a healthy and strong body. 

Created by Hybu Cig Cymru – Meat Promotion Wales (HCC), the marketing strategy has been designed to counter the ‘Are You Beach Body Ready?’ campaign that caused controversy for promoting an unhealthy and unrealistic body image.

HCC’s new campaign features Welsh international rugby union player, Dan Lydiate, to promote what the levy board describes as a “real world” approach to health and strength.

Lydiate, who was raised on a farm in Llandrindod Wells, appears in traditional farming gear for the campaign, alongside the strapline ‘Are you beef body ready?’.

The advert, shot at Vians Hill Farm in Vale of Glamorgan, will be visible in Cardiff during the Autumn Internationals, and will also be part of a digital campaign on the PGI Welsh Beef’s Facebook page and Twitter profile.

Consumers will be presented with the opportunity to win tickets for Wales’ final Autumn International against South Africa by filling the blank in the sentence on social media: ‘I need to be #BeefBodyReady because ___’.

“There are so many ‘protein added’ products on the market,” said Rhys Llywelyn, market development manager at HCC.

“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.”

The digital campaign will link to content on, which includes commentary from nutritional therapist Sharon Ling, alongside information on how PGI Welsh Beef can be part of a healthy and balanced diet.

“Our bodies need the correct combination of protein, carbohydrates and fats to function well,” Ling said. “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,” she added. “It also tends to be higher in vitamin E and beta-carotene, which improves its overall nutrient profile.” 

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