Bringing balance back to the table this September

Bringing balance back to the table this September

Let’s Eat Balanced returns from 1–30 September, championing British beef, lamb, and dairy—and highlighting their role in a healthy, balanced diet to millions of consumers across the UK.

Rooted in evidence-based research, the Let’s Eat Balanced campaign communicates accurate, transparent information about the nutritional benefits of lean red meat and dairy. It is firmly aligned with the Government’s Eat Well Guide, promoting a varied, healthy, and balanced diet.

The campaign is set to reach millions of people, with presence across television, streaming channels, print, social and retail. The This & That adverts (30 and 10 seconds) will air on ITV, Channel 4, Channel 5, and Sky, with extended reach on ITVX, C4, Discovery+ and YouTube. The adverts will be seen in-store and online at seven major retailers.

Full-page print adverts will be seen in iNews every Saturday from September to January. Social media content will be shown 63 million times across Facebook, Instagram, and Pinterest. Highlights include Jimmy Doherty demonstrating how to make delicious balanced meals including Beef Fajitas, Milk and Berry Ice Lollies, as well as Rosemary and Honey Lamb Leg Steaks. Healthy and tasty influencer recipe inspiration from Molly Cunningham, and Great British Bake Off’s Mike Wilkins, who is also a sheep farmer, will share insights about his farm.

The Let’s Eat Balanced 2024–2025 results showed that 50 million adults saw the campaign (Broadcast and social media analytics). The campaign improved consumer perceptions that red meat and dairy can be enjoyed as part of a healthy balanced diet (+6% meat, +2% dairy)^[i]. Eighteen to 24 year olds (Gen Z) audience perception that red meat is part of a balanced, healthy diet significantly increased (+7%pts vs May 2024)^[ii].

Carrie McDermid, AHDB Head of Domestic Marketing, said: ““Let’s Eat Balanced is back this September, and it’s all about reminding people that British beef, lamb, and dairy can be part of a healthy diet. We are sharing recipes and farmer stories on TV, social media, and in supermarkets, bringing consumers closer to the farm and showcasing the resilience and dedication of our levy payers who work hard to produce naturally delicious food..”

For more information, visit ahdb.org.uk/letseatbalanced