AHDB launches brand new Let’s Eat Balanced campaign

Our new bold and exciting Let's Eat Balanced campaign launched on 1 January 2024 with three brand new TV adverts showcasing British beef, lamb and dairy.

The theme for the vibrant January campaign is 'THIS and THAT', encouraging consumers to adopt a healthy and nutritiously balanced diet.

The campaign adverts highlight that British beef, lamb, and dairy are natural sources of protein and vitamin B12 which helps to reduce tiredness.

Lending his voice to the colourful cinema and television advert is popular British comedian, actor and broadcaster Richard Ayoade.

Best known for hosting Travel Man: 48 Hours in… and Have I Got News For You, and for his role as socially awkward IT technician Maurice Moss in Channel 4 sitcom The IT Crowd, Ayoade brings his distinctive wit, charm and charisma to elevate the brand messaging to new heights.

The campaign advert will be shown in cinemas for the first time, focusing on much-anticipated sequels and fun films for all the family.

Consumers will see the three new 30- and 10-second TV adverts, each highlighting British beef, lamb and dairy on mainstream TV channels, including Sky, ITV, and Channel 4, as well as on video-on-demand platforms.

Additionally, they will appear in national newspapers and magazines, in store and online at eight major retailers, and across various social media channels.

The Let's Eat Balanced campaign builds upon the success of the previous We Eat Balanced campaign and boldly champion British beef, lamb, and dairy.

The change in brand name follows extensive consumer research that revealed Let's Eat Balanced to be a more direct call to action, resonating better with consumers.

Carrie McDermid, Head of Domestic Marketing at AHDB, said:

"The Let's Eat Balanced campaign signifies AHDB's commitment to inspire consumers about the exceptional taste and quality of British beef, lamb and dairy as part of a healthy, balanced diet. THIS and THAT reminds us that balance is key and illustrates the important role of meat and dairy in a well-rounded diet.

"Our partnership with Tasty UK to create 'Balanced Bites' videos will encourage the younger (18-25 years) audience to create healthy, balanced dishes using British red meat and dairy.

"Tasty UK attract over 18 million Gen Z users each month to their social Instagram, TikTok and Snapchat channels, with 98% of their weekly users saying they make cooking and food easier.

"Let's Eat Balanced aims to capture consumers at every touchpoint, with its vibrant colours and streamlined design catering to a broad demographic, especially appealing to the younger Gen Z audience."

Colin Bateman, AHDB Beef and Lamb Sector Council Chair, said:

"The Let's Eat Balanced campaign does not just deliver vital information to consumers about maintaining a nutritious and tasty diet; it also highlights the efforts of farmers dedicated to welfare and sustainable food production."