It’s in charge of everything we do, our every movement, thought, feeling, body function, and yes, the brain does rule the heart.
Not only is the brain the smartest microprocessor on the planet, but also the focus of Meat & Livestock Australia’s (MLA) new campaign, Red Meat Amazing Food.
To be launched nationally on 12 July, the campaign which includes a new television commercial starring actor Sam Neill and an orang-utan named Dennis, will describe how five critical nutrients found in red meat are required by the brain to help perform everyday activities such as thinking clearly, concentrating, and remaining alert.
These nutrients are iron, zinc, omega-3, vitamin B12 and amino acids. Red meat is the largest contributor of bioavailable iron and zinc in the Australian diet1, and the second largest contributor of long chain omega-3 polyunsaturated2 fatty acids.
Building on previous campaigns such as ‘evolution’ (Red meat. We were meant to eat it), ‘vitality’ (Red meat feel good) and ‘iron deficiency’ (the Iron Campaign), ‘Red Meat Amazing Food’ takes red meat to a new and unexplored level – the healthy mind.
According to Veronique Droulez, MLA’s marketing manager – nutrition, it is important to reinforce the message that red meat is a nutritious food for many reasons including its ability to provide critical nutrients that are not widely found in many foods.
“With families tightening the purse strings, the campaign aims to remind them that red meat provides essential nutrients required for their health and wellbeing,” Ms Droulez said.
“We want consumers to see red meat for what it is – an amazing food. The strong nutritional attributes of red meat mean there should always be a place for it in the shopping basket.”
As with all MLA’s nutritional messages, scientific evidence forms an important foundation for relaying the health benefits of red meat consumption to a wide audience, particularly health care professionals.
The scientific background to the campaign was presented recently to more than 100 health care professionals at a symposium ‘Diet quality and cognition the missing link?’ hosted by the Dietitians Association of Australia and organised by MLA.
The campaign will communicate its messages via TV advertisements, print advertisements and point of sale material in butchers and some supermarkets. There will also be an eight-page brochure on how to choose nutrient-rich foods, such as red meat, to nourish the brain.
To view the television advertisements, go to:
http://www.themainmeal.com.au/REDMEATAmazingFoodWakeUp
http://www.themainmeal.com.au/REDMEATAmazingFoodFishing
or read about the campaign on pages 14-15 of the August edition of MLA’s feedback magazine.
Ends
Media contact: Veronique Droulez, MLA marketing manager – nutrition, 02 9463 6239
Released by: Nigel Gosse, MLA Media Affairs Manager – 02 9463 9360
References:
Droulez V et al (2006) ‘Nutrient composition of Australian red meat 2. Fatty acid profile Food Australia
2 Williams P et al 2007 ‘Nutrient composition of Australian red meat 3. Nutrient profile Food Australia
Sam Neill with orang-utan co-star Dennis
Actor Sam Neill with orang-utan co-star Dennis in a scene from the television commercial which is part of MLA’s latest nutrition communications campaign.