Let’s Eat Balanced marks five years of success supporting British farming

Five years on from its launch, our Let’s Eat Balanced campaign continues to help people understand the nutritional benefits of British beef, lamb and dairy, while championing the farmers behind the food.

The campaign returned to screens on 1 January and will run until the end of the month, shining a light on lean British beef, lamb and dairy as natural sources of essential nutrients, such as protein and vitamin B12, with vitamin B12 helping to reduce fatigue.

Alongside taste and nutrition, Let’s Eat Balanced puts British farmers at its heart, highlighting their care for nature and their animals.

Since launching in 2021, the campaign has delivered significant results.

Evidence from the campaign shows that more people feel positive about the health benefits of British red meat and dairy.^[1] It also shows that more people agree that British red meat and dairy are produced sustainably.^[2]

Over the past five years, Let’s Eat Balanced has featured 34 farmers sharing personal stories about the care they put into producing British beef, lamb and dairy.

This January, audiences will see videos featuring:

• Martha Hayes, a beef farmer from Lincolnshire, whose family farm is built around lush green pastures that support healthy cattle
• Emma Furnival, a dairy farmer from north Shropshire, who farms alongside her family and is committed to protecting and enhancing the land
• Mike Greenwood-Wilkins, a sheep farmer and former contestant on The Great British Bake Off TV show

Emma said:

“We're working hard to enhance our farm for future generations, knowing each paddock like the back of our hands. We meticulously monitor grass growth to ensure our dairy cows can graze outside for as long as the weather permits.

“Grazing in this way means cow manure returns nutrients to the ground, helping the soil remain healthy and fertile.”

The ‘This & That’ adverts are being shown at cinemas and on TV, including:

• ITV
• Channel 4
• Sky Media
• Netflix
• Discovery+
• Disney+

They will also be seen on YouTube and social media channels such as Facebook, Instagram and Pinterest.

In addition, the campaign will appear in print, including the i Paper, and in retail magazines and stores.

Carrie McDermid, AHDB Head of Domestic Marketing, said:

“Five years on, Let’s Eat Balanced continues to play a vital role in helping people understand the nutritional benefits of British beef, lamb and dairy as part of a varied and balanced diet.

“We have achieved 717 million impressions through paid social campaigns, which is equivalent to everyone in the UK seeing content on Facebook, Instagram or Pinterest roughly 10 times.

"Every year, the Let’s Eat Balanced campaign has been seen by more than 40 million adults and more than 50 million stickers have shared recipe inspiration in grocery stores.

“Our levy payers are also seeing clear returns on their investments. Every £1 of dairy levy invested has returned £28 in retail sales.^[3] Every £1 of beef and lamb levy invested has returned £10 in retail sales.^[4] 

“It is encouraging to see how far the campaign has come and how it continues to champion our farmers. We are proud to have initiated the campaign and help drive its success.”

Originally launched as We Eat Balanced, the campaign was rebranded in 2024 following consumer research.

Rooted in an evidence-based approach, the campaign communicates accurate information about the nutritional benefits of lean red meat and dairy.

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

^{[1] LEB campaign activity drives significant growth in consumer perception for “Is rich in vitamin B12”, with 7% points uplift for red meat and 8% points uplift for dairy. Sparkminds Let’s Eat Balanced campaign evaluation January 2021 to January 2025.}

^{[2] LEB campaign activity drives significant growth in consumer perception for “Is produced in a sustainable way”, with 6% points uplift for red meat and 9% points uplift for dairy. Sparkminds Let’s Eat Balanced campaign evaluation January 2021 to January 2025.}

^{[3] January 2025 burst of activity, NIQ 2025 Marketing Mix Model result, January 2025 Let’s Eat Balanced Campaign.}

^{[4] January 2024 burst of activity, Worldpanel by Numerator Consumer Media Measure, GB Take Home Panel, 1 January to 18 March 2024.}