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Let's Eat Balanced
Our Let's Eat Balanced consumer campaign has returned, running through January 2026. It highlights the taste and nutritional benefits of British beef, lamb and dairy, as well as showcasing British farming.
As consumer interest in the origins and production of food continues to grow, the campaign highlights 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.
January 2026
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 This & That adverts are being shown in cinemas and on TV, including:
- ITV
- Channel 4
- Sky Media
- Netflix
- Discovery+
- Disney+
- YouTube
- Social media
The campaign will also appear in print, including the i Paper, and in retail magazines and stores.
We're also sharing 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
Five-year results (2021–2025)
Since launching in 2021, the campaign has delivered significant results:
- Campaign ads were seen by over 40 million adults every year
- More than 50 million recipe stickers have been placed on meat packs
- The campaign has featured 34 real farmers sharing their personal stories
- Campaign ads have been shown 717 million times on social media1
- More people feel positive about the health benefits of red meat and dairy2
- More people agree red meat and dairy are produced sustainably3
- The campaign has returned £28 in dairy retail value for every £1 dairy levy invested4
- Every £1 of beef and lamb levy invested has returned £10 in retail5
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
1Between 2021 and 2026.
2LEB 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 Jan. 2021 to Jan. 2025.
3LEB 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 Jan. 2021 to Jan. 2025.
4January 2025 burst of activity, NIQ 2025 Marketing Mix Model result, January 2025 Let’s Eat Balanced Campaign.
5January 2024 burst of activity, Worldpanel by Numerator Consumer Media Measure, GB Take Home Panel, 1 January–18 March 2024.