Dairy campaign delivers strong returns for levy payers

Our Let’s Eat Balanced dairy campaign delivered impressive results from its January 2025 burst.

Independent analysis shows the campaign generated £28 in additional dairy retail sales for every £1 of levy invested (Source: NIQ 2025 Marketing Mixed Model result), a significant return for levy payers, highlighting the impact of strategic marketing in promoting British dairy products.

The research, carried out by NielsenlQ and focused on the Total Dairy category (milk, cheese and yogurt), revealed that the campaign achieved £11.9m incremental dairy sales, showing a strong return for investing levy payer funds in this area and its role in shaping consumer attitudes to dairy.

Television was the most effective channel, delivering 44.2% of incremental sales, while digital activity across Facebook, Instagram, YouTube and on-demand TV also performed strongly.

When adverts appeared on both traditional and on-demand TV, the impact was even greater, driving nearly 2% incremental milk sales.

This joined-up approach is keeping British dairy visible and relevant to today’s consumers, connecting with families where they find their information and inspiration.

Paul Flanagan, AHDB’s Dairy Sector Director, said:

“This is a great outcome for our levy payers and a clear demonstration of AHDB’s ability to drive growth for the Dairy sector.

“It shows that when we invest in strategic marketing, we strengthen consumer trust, build long-term demand, and deliver real value back to our levy payers.”

Carrie McDermid, Head of Domestic Marketing, said:

“We’re delighted to see such strong results from the Let’s Eat Balanced dairy marketing mixed model research.

"The campaign continues to show how combining clear nutritional messages with real stories from British farmers can make a genuine impact. It not only helps consumers see the role dairy plays in a healthy, balanced diet, but also demonstrates the value of levy investment in promoting food our farmers can be proud of.”

Let’s Eat Balanced champions the nutritional benefits and great taste of British dairy and lean red meat as part of a varied and balanced diet.

The campaign showcases British beef, lamb and dairy as natural sources of essential nutrients, such as protein and vitamin B12, which help reduce fatigue.

It also promotes the environmentally friendly practices many British farmers are adopting to produce food to world-class standards.