We Eat Balanced 2022-23

The successful consumer campaign ran until 5 February 2023, continuing to help protect long-term consumer attitudes to British meat and dairy, as part of a healthy and sustainable diet.

We are shining a spotlight on the positive food choices that consumers can make by focusing on three key messages – health, sustainability and welfare.

The latest burst of activity started on 26 December and ended on 5 February. It had a particular aim to:

  • Be bold
  • Lead the conversation rather than follow
  • Arm consumers with the facts

The campaign again featured nine-year-old Nancy and her grandfather, who proved a hit last time with consumers, particularly young adults – a demographic that’s been harder to reach historically.


Meat and dairy contain vitamin B12, an essential nutrient not naturally present in a vegan diet


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?

While watching television

30- and 10-second advertisements were shown on ITV, Channel 4 and Channel 5, and during popular on-demand TV shows on All4 and Sky. They can also be seen on 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

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 is visible on point-of-sale at chiller cabinets in store, on pack stickers, and online banners.

In the media

A PR campaign featuring DR Ranj Singh, NHS doctor and TV celebrity, who joined a morning milk round to deliver health advice to households and encourage Brits to Wake Up to B12.

Find out more about the PR campaign with Dr Ranj


During Iron Awareness Week

A PR campaign launched We Eat Balanced and coincided with World Iron Awareness Week (22-28 August). AHDB created striking photography and interview opportunities with celebrity NHS doctor, Dr Emily Macdonagh to highlight the positive role of meat and dairy in the diet. The campaign, secured coverage in top-circulating consumer and trade media, with over 60 items generating over 200 million audience reach.

Find out more about the PR campaign with Dr Emily Macdonagh

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 AHDB social accounts below:

Help us tell farming's story

We are looking for beef, dairy, pork 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 collateral here

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