The Agriculture and Horticulture Development Board's (AHDB) Let's Eat Balanced marketing campaign proudly returns on 1–31 January, to promote the exceptional taste, flavours and nutritional benefits of lean meat and dairy, as part of a varied and balanced diet.

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 consumer interest in the origins and production of food continues to grow, 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.

AHDB's consumer trust research, conducted in partnership with Blue Marble, which tracks public sentiment since 2019, reflects 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. The campaign helps bridge this gap by breaking down such complex topics into clear, engaging, and easily digestible messages, empowering consumers to make informed choices.

Rooted in evidence-based research, the Let's Eat Balanced campaign communicates accurate, transparent information about the nutritional benefits of lean red meat and dairy. It is firmly aligned with the Government's Eat Well Guide, which promotes a varied, healthy and balanced diet.

The Autumn 2023 and New Year 2024 campaigns reached 47 million adults and garnered 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).

People will see the This & That adverts on television, in cinemas, online on YouTube, broadcast streaming services including ITVX, Channel 4, Sky Go, Netflix, and on social media — Facebook, Instagram, and Pinterest. Our partnership with Tasty UK to create 'Balanced Bites' videos will encourage the 18-25 years (Gen Z) audience to create healthy dishes using British red meat and dairy. The campaign will feature in stores and online at seven major retailers.

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.

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."

For more information about AHDB's Let's Eat Balanced campaign, and the vibrant 'This & That' advertisements, please visit ahdb.org.uk/letseatbalanced