After five years on the air and hundreds of millions of consumer testimonials, AHDB’s Let’s Eat Balanced campaign continues to shape the way people view British beef, lamb and dairy.
The campaign will be screened again on 1 January 2026 and will run throughout the month, focusing on lean British beef, lamb and dairy products as natural sources of essential nutrients such as protein and vitamin B12, which help reduce fatigue.
In addition to nutrition and taste, the campaign puts farmers at the heart of the campaign, focusing on animal welfare, environmental protection and the people who produce our food across the UK.
Since its launch in 2021, Let’s Eat Balanced has delivered tangible results. Evidence from the campaign shows that while more people feel positive about the health benefits of UK red meat and dairy products, more people also agree that these products are sustainably produced.
Over the past five years, the campaign has seen 34 farmers share their stories through Let’s Eat Balanced social channels, helping to connect consumers directly with on-farm practices.
This January, viewers will meet Lincolnshire beef farmer Martha Hayes. His family farm is built around a grass-based system that supports healthy cows.
They will also meet Emma Furnivall, a dairy farmer from north Shropshire who farms with her family and is focused on long-term land management.
“We know each paddock like the back of our hands and work hard to strengthen our farms for future generations,” Ms Furnival says. “We closely monitor grass growth so that our dairy cows can graze outdoors as weather permitting.”
She says this approach supports soil health and productivity. “Grazing this way means cow manure returns nutrients to the ground, keeping the soil healthy and fertile.”
The campaign also features a familiar face on screen: sheep farmer and former Great British Bake Off contestant Mike Greenwood-Wilkins.
“This & That” ads are running on film, TV and streaming platforms, including major broadcasters and on-demand services, as well as social media channels including YouTube, Facebook, Instagram and Pinterest.
Print activities include national newspapers, retail magazines, and in-store promotions.
AHDB national marketing director Carrie McDiarmid says the campaign continues to deliver strong reach and value.
“Five years later, Let’s Eat Balanced continues to play a vital role in helping people understand the nutritional benefits of British beef, lamb and dairy products as part of a varied and balanced diet,” she says.
She added that paid social activity has generated 717 million impressions and the campaign reaches more than 40 million adults each year.
“Our levy payers are also seeing a clear return on their investment,” Ms McDiarmid said. “For every £1 of dairy tax invested, we returned £28 in retail sales. For every £1 invested in beef and lamb tax, we returned £10 in retail sales.”
The campaign originally launched as ‘We Eat Balanced’, but following consumer research, it was rebranded in 2024 to better reflect how viewers engage with balanced eating and food choices.
The campaign is based on an evidence-based approach and is in line with the Government’s Eatwell Guide, which promotes healthy, varied and balanced diets.
As Let’s Eat Balanced enters its next phase, AHDB says it will continue to play its role in informing public debates about nutrition, sustainability and the future of British agriculture.
