A nationwide campaign to promote British beef, lamb and dairy has been launched.
Let’s Eat Balanced will run throughout September, highlighting the role they play in a healthy, balanced diet.
Devised by the Agriculture and Horticulture Development Board (AHDB), the campaign aims to communicate “accurate, transparent information about the nutritional benefits of lean red meat and dairy”.
“It is firmly aligned with the Government’s Eat Well Guide, promoting a varied, healthy, and balanced diet,” said an AHDB statement.
The NHS Eatwell Guide advises people to “choose lean cuts of meat and mince, and eat less red and processed meat like bacon, ham and sausages”.
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The Let’s Eat Balanced adverts will run across television, streaming channels, print, social and retail.
The ‘This & That’ ad will air on ITV, Channel 4, Channel 5, and Sky, with extended reach on ITVX, C4, Discovery+ and YouTube. They will also be seen in-store and online at seven major retailers.
Full-page print adverts will be seen in iNews every Saturday from September to January. Social media content will be shown 63 million times across Facebook, Instagram, and Pinterest.
Highlights of the month will include TV presenter and farmer Jimmy Doherty demonstrating how to make balanced meals, including beef fajitas, milk and berry ice lollies, as well as rosemary and honey lamb leg steaks.
While influencer recipe inspiration will come from Molly Cunningham, and Great British Bake Off’s Mike Wilkins, who is also a sheep farmer, will share insights about his farm.
Carrie McDermid, AHDB head of domestic marketing, said:” Let’s Eat Balanced is back this September, and it’s all about reminding people that British beef, lamb and dairy can be part of a healthy diet.
“We are sharing recipes and farmer stories on TV, social media, and in supermarkets, bringing consumers closer to the farm and showcasing the resilience and dedication of our levy payers who work hard to produce naturally delicious food.”
According to the AHDB, the Let’s Eat Balanced 2024–2025 results showed 50 million adults saw the campaign (broadcast and social media analytics).
It improved consumer perceptions that red meat and dairy can be enjoyed as part of a healthy, balanced diet (+6% meat, +2% dairy). While 18 to 24-year-olds (Gen Z) audience perception that red meat is part of a balanced, healthy diet significantly increased (+7%pts vs May 2024).
