Let’s Eat Balanced: Highlighting the taste, nutritional benefits and trust in British farming

Let’s Eat Balanced showcases British beef, lamb and dairy as natural sources of essential nutrients, such as protein and vitamin B12, which helps to reduce fatigue.

As consumers become more interested about where their food comes from, the campaign aims to 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 farmers put into producing food of world-class quality.

Our research into consumer trust, conducted in partnership with Blue Marble (which has tracked public sentiment since 2019), shows a significant rise in positive perceptions of British agriculture.

In 2024, 67% of consumers reported feeling positive about British farming – the highest level in six years and a slight increase from the previous peak of 66% in 2020, when the COVID-19 pandemic heightened awareness of food security.

Our marketing campaign helps break down complex topics into clear, engaging and easily digestible messages, empowering consumers to make informed choices.

Rooted in evidence-based research, Let’s Eat Balanced communicates accurate, transparent information about the nutritional benefits of lean red meat and dairy.

It is also firmly aligned with the Government’s Eatwell Guide, which promotes a varied, healthy and balanced diet.

The autumn 2023 and New Year 2024 Let’s Eat Balanced campaigns reached 47 million adults and generated nearly 94 million social media impressions. Notably, seven in 10 viewers of the THIS & THAT advert reported feeling empowered by the new information it provided about meat and dairy (TwoEarsOneMouth, Feb 2024).

Adverts

You can see our THIS & THAT 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

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.

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

Farmer ambassadors

Levy payers, such as Silas Hedley-Lawrence – a farmer from Oxford – 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.

Talking about the campaign, Silas 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."

Carrie McDermid, AHDB Head of Domestic Marketing, said:

“We are delighted to be championing British meat and dairy on behalf of our levy payers yet again in 2025.

“Through engaging visuals and solid partnerships, AHDB seeks to spotlight the vital role British farmers play in putting food on the plates of many. We are proud to bring clear, evidence-based messages to consumers, helping them make informed decisions about their diet.”

Kate Arthur, AHDB Head of Nutrition and Health, said:

“This campaign underlines the valuable role that lean British meat and dairy play as part of a healthy and nutritious diet.”

Paul Flanagan, AHDB Dairy Sector Director, added:

“The Let's Eat Balanced campaign plays a central role in linking consumers to the exceptional quality and care that goes into the food they enjoy every day.

“By highlighting the benefits of British meat and dairy, we ensure that the public continues to trust and appreciate our contributions to the food they eat.”