Let's Eat Balanced 2024

Our bold and exciting Let’s Eat Balanced campaign launched on 1 January with three brand new TV ads showcasing British beef, lamb and dairy.

Appearing on mainstream TV and digital channels, the ads are also showing in cinemas for the first time.

Eight major retailers will feature the campaign in-store and online and over five million packs will have our Let’s Eat Balanced sticker applied in January.

The campaign is estimated to reach 92% (42 million) of all adults. Social ads will appear over 48 million times and the press ads have a shared readership of more than 1.6 million.

Lady enjoying eating a lean beef steak dish

‘THIS & THAT’ - Getting the balance right

‘THIS & THAT’ celebrates the naturally delicious taste and flavours of British meat and dairy and the role they play as part of a balanced diet. A little bit of 'this' with a little bit of 'that' is key to a well-rounded diet.

The Let's Eat Balanced campaign does not just deliver vital information to consumers about maintaining a nutritious and tasty diet; it also highlights the efforts of farmers dedicated to welfare and sustainable food production.

Colin Bateman, AHDB Beef and Lamb Sector Council Chair

Where will I see the campaign?

On TV and cinema screens

Catch 30 and 10-second advertisements for British beef, lamb and for dairy on ITV, Channel 4, and Sky throughout January. Plus, look out for our ads on YouTube and during your favorite on-demand TV programs on ITVX, Channel 4, and SkyGo.

For the first time the ads will also be shown in cinemas during January and February, due to reach an estimated 1.7m viewers.

On our website

Consumers are guided to our Let's Eat Balanced website, where they can find out more about the campaign, as well as information on health and nutrition, farming standards and the environment.

In print

Advertising will be in the i newspaper, whose readers are considered to be more likely to be reducing their red meat and dairy intake, and Tesco magazine, the UK's number one cookery magazine.

On social media

Advertising is taking place across Facebook, Instagram and Pinterest. You can also follow the Let's Eat Balanced social accounts on Facebook and Instagram to keep up to date with the latest campaign info.

In all eight major retail chains

Sainsbury's, Waitrose, Co-Op, Tesco, Asda, Aldi, Morrisons and Lidl are all supporting the Let's Eat Balanced campaign. Campaign materials will be across point-of-sale at chiller cabinets in store, on pack stickers, and on the retailers' websites.

Example of the Let's Eat Balanced campaign sticker with a QR code

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 the Let's Eat Balanced 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 Let's Eat Balanced campaign.

Find out more and apply

Examples of social media posts for our We Eat Balanced campaign

Order your free marketing material

You can order marketing materials to promote British beef, lamb and dairy - from farm gate banners and recipe leaflets to posters and stickers (items free of charge, limited availability and vary throughout the year).