Let's Eat Balanced

As consumer interest in the origins and production of food continues to grow, the campaign will build trust in the nation’s agricultural sector, by highlighting the environmentally friendlier practices of some British farmers. 

It brings consumers closer to the farm, showcasing the resilience and dedication of farmers in producing food of world-class quality.

The aim of Let's Eat Balanced is to protect long-term consumer attitudes towards naturally produced British red meat and dairy and reinforce how they help form part of a healthy and sustainable diet.

We take 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 Eatwell Guide, which encourages a varied, healthy and sustainable diet.

1–31 January 2025

Throughout January, we'll be sharing our THIS & THAT marketing campaign to remind people that a little bit of 'this' with a little bit of 'that' is key to a well-rounded diet.

Adverts

You'll be able to see our adverts on:

• Television
• Cinema screens
• YouTube
• Broadcast streaming services, including ITVX, Channel 4, Sky Go and Netflix – which we are trialling for the first time
• Social media – Facebook, Instagram and Pinterest

Tasty UK

Our partnership with Tasty UK to create Balanced Bites videos will encourage the Gen Z (18–25-year-olds) audience to create healthy dishes using British red meat and dairy.

Retail

Seven major retailers will feature the campaign in store and online.

Farmer ambassadors

Levy payers, such as Silas Hedley-Lawrence, are extending the campaign’s reach even further.

Short videos featuring Silas discussing his farming methods will be shared on social media, helping to reinforce the campaign’s messaging.

Showcasing British farmers

We want to tell people about the story of British farming and reassure consumers about Britain’s world-class production standards.

Farmers have already been telling the positive story about British farming on social media, but we need more of you to get involved.

We are, therefore, looking for beef, dairy and sheep farmers to share their story as part of our Let'sEat Balanced campaign – would you like to get involved?

Talking about the campaign, 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."

Other British farmers involved with the January 2025 campaign include:

• Emily Padfield
• Ian Horsely
• Charlie Beaty
• Abi Reader
• Anna Blumfield

In addition, Jake Fiennes, an ambitious conservationist and author is also supporting the campaign. While his famous siblings pursued careers on the big screen, he chose to dedicate his life to the land, looking at how farmers can work in harmony with nature.

Support Let's Eat Balanced on social media

You can support our marketing activity across social media by following one (or more) of our channels below, liking and sharing the content with your friends and family.

Order free marketing materials

We have a selection of recipe leaflets, posters and stickers that you can order to promote British beef, lamb and dairy on your farm, in your local farm shop or butchers, and with your family and friends. 

Note: Availability may be limited and will vary throughout the year.

Previous results

Results from our previous campaigns (September 2023, January 2024) speak for themselves: 

• 47 million adults saw the campaign
• Social media posts were seen 94 million times
• 15 million on-pack stickers appeared in eight supermarkets
• 7/10 consumers who saw the TV advertising said it gave them new information about meat and dairy and that they could use the information to defend their dietary choices

Speaking about the TV advert, one consumer said that it was:

"Very entertaining, motivating and informative. I like that it is so upbeat and positive about meat and dairy."

Source: Two Ears One Mouth (January 2024)