Let's Eat Balanced

As consumer interest in the origins and production of food continues to grow, the campaign will highlight some of the farmers who are making efforts to work in harmony with nature.

It brings consumers closer to the farm, showcasing the resilience and dedication of farmers working hard to produce naturally delicious food.

The aim of Let's Eat Balanced is to protect long-term consumer attitudes towards British red meat and dairy and reinforce how they can be enjoyed as part of a healthy and sustainable diet.

We take a science-based approach to communicate accurate and transparent information about the nutritional benefits of red meat and dairy.

Let’s Eat Balanced is firmly aligned with the Government’s Eatwell Guide, which promotes a varied, healthy and sustainable diet.

September 2025

The campaign returned in September, championing British beef, lamb and dairy and highlighting their role in a healthy, balanced diet.

The campaign was seen by millions of people across television, streaming channels, print, social media and retail.

The This & That adverts was shown on:

• ITV
• Channel 4
• Channel 5
• Sky
• ITVX
• C4
• Discovery+
• YouTube

It was also shared in-store and online at seven major retailers.

Full-page print adverts will also be included in iNews every Saturday from September 2025 to January 2026, while social media content was shared across Facebook, Instagram and Pinterest throughout the month.

Jimmy Doherty also demonstrated how to make delicious, balanced meals, including beef fajitas, milk and berry ice lollies, as well as rosemary and honey lamb leg steaks.

While influencer Molly Cunningham shared healthy and tasty recipe inspiration, and Great British Bake Off’s Mike Wilkins, who is also a sheep farmer, shared insights about his farm.

The campaign will return in January 2026.

2024–2025 campaign results

Showcasing British farmers

We want to tell people about the story of British farming and reassure consumers about Britain’s production standards.

Farmers have already been telling the positive story about British farming on social media, but we need more of you to get involved.

We are, therefore, looking for beef, dairy and sheep farmers to share their story as part of our Let'sEat Balanced campaign – would you like to get involved?

Talking about the campaign, Silas Hedley-Lawrence, a farmer from Oxford, said:

“The Let's Eat Balanced campaign, funded by our levy, educates consumers about the role 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."

Other British farmers involved with the March 2025 campaign include:

• Emily Padfield
• Ian Horsely
• Abi Reader
• Anna Blumfield

In addition, Jake Fiennes, an ambitious conservationist and author is also supporting the campaign. While his famous siblings pursued careers on the big screen, he chose to dedicate his life to the land, looking at how farmers can work in harmony with nature.

Support Let's Eat Balanced on social media

You can support our marketing activity across social media by following one (or more) of our channels below, liking and sharing the content with your friends and family.

Order free marketing materials

We have a selection of recipe leaflets, posters and stickers that you can order to promote British beef, lamb and dairy on your farm, in your local farm shop or butchers, and with your family and friends. 

Note: Availability may be limited and will vary throughout the year.

Sources

¹ Broadcast and social media analytics

² Sparkminds, free association March 2025 vs May 2024

³ Sparkminds March 2025

⁴ Sparkminds, free association March 2025 vs August 2023

⁵Sparkminds, March 2025 ad testing Beef & Lamb TV 30 sec edits/Environmental beef print advert