Let's Eat Balanced

Our Let's Eat Balanced consumer marketing campaign is back. Throughout September, we’ll be reminding consumers that British beef, lamb and dairy are naturally nutrient dense, high-quality proteins, farmed alongside nature.

We’ll be showcasing British farming and championing British beef, lamb and dairy as part of a healthy, balanced diet and lifestyle.

And as consumer interest in where their food comes from continues to grow, the campaign highlights some of the farmers who are working in harmony with nature to produce the food we eat.

Where to spot the campaign

Social media and TV

In a mobile-first world, social media is a key part of our marketing activity, and we’re aiming for content to be shown more than 57 million times across Facebook and Instagram; ads will also be shown on YouTube.

This will create an opportunity to engage Gen Z by building positive views of British farming and connecting the consumers of tomorrow with the people who produce their food.

Recent insight has highlighted opportunities among these younger audiences who are becoming increasingly open to conversations around nutrition, food production and British farming.

Look out for our new Balanced Plates and Farming for the Future videos where we’re sharing simple, balanced, nutrient-dense recipes and farming stories highlighting reasons to be proud of British produce.

Meet the farmers sharing their stories:

Support Let’s Eat Balanced across social media:

You’ll also be able to spot our TV ads on ITV, Channel 4, Channel 5 and Sky channels, as well as across on-demand channels, including ITVX, C4, Sky and Netflix.

Retail and supermarket activity

From on-pack stickers and QR codes to shelf signage and point-of-sale displays, in-store promotion means we can encourage people to put British beef, lamb and dairy in their trolleys while they’re doing their shop.

This extends to online grocery shopping as well, so we can reach those consumers who don’t have time to head to the supermarket each week.

How we know it’s working

Decorative: Farming for the future farmer.

We use consumer insight and campaign results to shape our marketing campaigns, and since its launch in 2021, Let’s Eat Balanced has delivered significant results.

Results from our last burst of activity (2025/26) speak for themselves:

Let's Eat Balanced reached 91% of adults nine times across the year¹
Social media content generated 265 million impressions and 41 million engagements¹
12.8 million on-pack stickers and point-of-sale materials featured in seven major supermarkets
Purchase intent among Gen Z continued to grow:
- Intent to purchase red meat increased by 8%ppts among Gen Z²
- Intent to purchase dairy increased by +3%ppts among Gen Z²
Without the campaign, purchase intent for red meat would have fallen by 4%³
Consumers saying they have heard or seen beef, lamb and dairy advertising is at a record high³

Share your story

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’re looking for beef, dairy and sheep farmers to share their story as part of our Let's Eat Balanced campaign – would you like to get involved?

Share your story

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."