AHDB announces the return of its successful Let’s Eat Balanced campaign

A nationwide consumer marketing campaign promoting a balanced diet that includes lean meat and dairy is set to return after its successful run in January.

Launching on 27 August and running until 30 September, The Agriculture and Horticulture Development Board’s (AHDB’s) Let’s Eat Balanced campaign, will champion the naturally delicious taste and flavours of British meat and dairy, highlighting their nutritional benefits, such as protein and vitamin B12 when consumed as part of a balanced diet. Vitamin B12 helps to reduce tiredness and fatigue.

The campaign will also promote the environmentally friendlier practices of some British farmers, showing their dedication to producing food of world-class standard.

Current and upcoming Let’s Eat Balanced campaign activities feature collaborations with influential personalities including landowner, conservationist and author, Jake Fiennes. His videos discussing environmentally friendlier farming practices will be shared in October.

AHDB takes a science-based approach to communicate accurate and transparent information about the nutritional benefits of red meat and dairy. Let’s Eat Balanced is proudly built on the foundation of the Eat Well Guide, which encourages a varied, healthy and sustainable diet.

The previous burst of the campaign, in January 2024, positively shifted consumer perceptions on meat and dairy’s nutritional benefits. With a six per cent and four per cent rise, respectively in consumers agreeing that meat and dairy are a natural source of vitamin B12 (February 2024 compared with August 2023, Source: TwoEarsOneMouth Campaign Evaluation).

In a further positive result, the Autumn 2023 and New Year 2024 campaigns reached 47 million adults and generated 94 million social media impressions. Seven out of ten consumers who saw the This & That TV advert said it provided them with new information about meat and dairy, which they felt empowered them to defend their dietary choices (Source: TwoEarsOneMouth Campaign Evaluation). One consumer commented that the advert is “very entertaining, motivating, and informative. I like that it is so upbeat and positive about meat and dairy.”

People will see the This & That adverts online on YouTube, broadcast streaming services like ITVX, Channel 4, Sky Go, Disney+, and on social media — Facebook, Instagram, and Pinterest. Our partnership with Tasty UK to create ‘Balanced Bites’ videos will encourage the Gen Z (18-25 years) audience to create healthy dishes using British red meat and dairy. The campaign will feature in stores and online at five major retailers.

Carrie McDermid, AHDB Head of Domestic Marketing, said: “We are pleased that the January Let’s Eat Balanced campaign performed so well. It successfully highlighted the important roles our farmers play in providing high-quality produce and their dedication to environmentally friendlier practices. We are proud to be back championing British meat and dairy on behalf of our levy payers. This September campaign features a number of farmers on social media showcasing their resilience and tireless dedication to producing the food we eat.”

Silas Hedley-Lawrence, a farmer from Oxford, said: “The Let’s Eat Balanced campaign, funded by our levy, educates consumers about the importance of red meat and dairy in a balanced diet, using evidence-based research. It promotes our positive farming practices and showcases the high quality of British produce. It helps us tell our stories and reach more consumers. As a farmer, I am proud to play my part.”

For more information about AHDB’s Let’s Eat Balanced campaign, and the vibrant ‘This & That’ advertisements, please visit ahdb.org.uk/letseatbalanced