A new marketing campaign has been launched asking the public if they are 'beef body ready' in a bid to promote PGI Welsh Beef.
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.
The beef advert, by Hybu Cig Cymru – Meat Promotion Wales (HCC), features Wales international rugby union player Dan Lydiate and hopes to promote a more ‘real world’ approach to health and strength.
It also aims to celebrate the quality of grass-fed PGI Welsh Beef, which was awarded Protected Geographical Indication (PGI) in 2002 by the European Commission.
Mr 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.
Rhys Llywelyn, Market Development Manager at 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.”
Nutritional therapist Sharon Ling says produce such as PGI Welsh Beef is a good source for "lean" protein.
"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.”
