Let's Eat Balanced

The most recent campaign (September 2024) built upon the success of our previous We Eat Balanced campaign and championed British beef, lamb, and dairy.

The aim of Let's Eat Balanced is to protect long-term consumer attitudes towards naturally produced British red meat and dairy and reinforce how they help form 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 proudly built on the foundation of the Eatwell Guide, which encourages a varied, healthy and sustainable diet.

27 August – 30 September

Throughout September 2024, we shared our THIS & THAT marketing campaign to remind people that a little bit of 'this' with a little bit of 'that' is key to a well-rounded diet.

People saw our adverts on on-demand TV, as well as across social media.

Eight major retailers featured the campaign in store and online, and nearly 3 million packs of meat featured our Let’s Eat Balanced stickers.

We also advertised in Farmers Guardian and anticipated that adverts will have been seen more than 40 million times on social media during the month.

The campaign also promoted the environmentally friendlier practices of some British farmers, showing their dedication to producing food of world-class standard.

Current and upcoming Let’s Eat Balanced campaign activities include collaborations with influential personalities, including land manager, conservationist and author Jake Fiennes.

In October, we will share environmentally friendlier farming-related videos from Jake Fiennes.

Showcasing British farmers

We want to tell people about the story of British farming and reassure consumers about Britain’s world-class 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 importance 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."

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.

Latest results

Results from our previous campaigns (September 2023, January 2024) speak for themselves: 

• 47 million adults saw the campaign
• Social media posts were seen 94 million times
• 15 million on-pack stickers appeared in eight supermarkets
• 7/10 consumers who saw the TV advertising said it gave them new information about meat and dairy and that they could use the information to defend their dietary choices

Speaking about the TV advert, one consumer said that it was:

"Very entertaining, motivating and informative. I like that it is so upbeat and positive about meat and dairy."

Source: Two Ears One Mouth (January 2024)