We Eat Balanced

The We Eat Balanced campaign returns on 8 September until 22 October to help protect long-term consumer attitudes towards naturally produced 'British' meat and dairy and reinforce how they help form part of a healthy and sustainable dietThe term 'British' and the Union Flag will be showcased in our We Eat Balanced marketing campaign for the first time this autumn.

AHDB’s Director of Marketing Liam Byrne said: "We are incredibly proud that we have raised the bar yet again for 2023, with our industry-leading We Eat Balanced campaign.

"By incorporating the 'British' message, which we know is important to consumers, our aim is to highlight the exceptional taste and quality of our home-grown meat and dairy, whilst advocating its role in a nutritionally balanced and sustainable diet.   

"We believe that through these efforts we can foster a strong and enduring connection between consumers and our British farmers, who are so passionate about providing quality and sustainable food at every step of its journey, from field to fork."

This autumn we will be bold on:​ 

  • British beef​ 
  • British lamb​
  • British dairy​ 

Meat and dairy contain vitamin B12, an essential nutrient not naturally present in foods of plant origin.


Red meat and dairy produced in Britain is one of the most sustainable in the world.


Meat and dairy are produced in Britain to world-class food and farming standards.

Where can consumers see the campaign?

Video on Demand and YouTube

Showcasing a new end frame with the Union Flag and 'British Meat & Dairy', our popular Nancy TV ad can be seen on Video on Demand and YouTube. 

On our We Eat Balanced website

Consumers are being directed towards our website where they can find out more about the campaign, as well as health and nutritionfarming standards and sustainability.

In national newspapers

Showcasing our ‘British Meat & Dairy’ logo, we will be advertising in newspapers whose readers are considered to be more likely to be reducing their red meat and dairy intake, such as The Guardian and i newspaper.

On social media

New social media adverts have been created, engaging consumers to guess the answer to true or false questions. Social activity takes place across Facebook, Instagram and YouTube.

In all eight major retail chains

Sainsbury's, Waitrose, Co-Op, Tesco, Asda, Aldi, Morrisons and Lidl are all supporting the We Eat Balanced campaign. We Eat Balanced will appear in store and online with 5.5m on-pack stickers being produced with links to healthy, balanced recipes. 

How to support us and get involved

Get social ‒ follow us and share our content!

Stay up to date with the campaign and join in the online conversations by following #WeEatBalanced and our social accounts below:

Help us tell farming's story

We are looking for beef, dairy and sheep farmers to share their story as part of our We Eat Balanced campaign.

Find out more and apply

Explore our consumer sites

Recreate some of our delicious recipes and share them on social media to inspire others.

Order your free marketing material

Promote We Eat Balanced on your farm by ordering posters (free of charge, limited availability).