The Agriculture and Horticulture Development Board (AHDB) has re-launched its nationwide ‘Let’s Eat Balanced’ campaign, aiming to promote the benefits of British-produced meat and dairy. Building on the success of earlier campaigns, this new phase, running from 27 August to 30 September, seeks to reinforce the importance of incorporating British beef, lamb, and dairy into a healthy and sustainable diet.
A Focus on Nutritional Benefits and Sustainability
At the heart of the ‘Let’s Eat Balanced’ campaign is the promotion of British beef, lamb, and dairy as natural sources of essential nutrients, particularly vitamin B12, which plays a crucial role in reducing tiredness and fatigue. The campaign is anchored in the science-based guidelines of the Eatwell Guide, which advocates for a varied, healthy, and sustainable diet.
Carrie McDermid, AHDB’s Head of Domestic Marketing, emphasised the importance of this campaign: “We are proud to be back championing British meat and dairy on behalf of our levy payers. This September campaign features a number of farmers on social media showcasing their resilience and tireless dedication to producing the food we eat.”
Widespread Campaign Presence
This iteration of the ‘Let’s Eat Balanced’ campaign will be visible across a variety of platforms, including on-demand TV through ITVX, Channel 4, Sky Go, and Disney+, as well as a significant presence on social media. The campaign is expected to achieve more than 40 million views on social media alone during the month of September.
In addition to its digital presence, the campaign will feature prominently in physical retail spaces. Eight major retailers will showcase the campaign in-store and online, with nearly three million packs of meat carrying the ‘Let’s Eat Balanced’ stickers. The campaign will also be promoted through traditional agricultural outlets such as Farmers Weekly and Farmers Guardian.
Engaging Farmers and Influencers
A unique aspect of the ‘Let’s Eat Balanced’ campaign is its collaboration with influential personalities and British farmers. McFly musician and Celebrity MasterChef runner-up Danny Jones has taken centre stage, sharing delicious and balanced recipes featuring British beef, lamb, and dairy. In October, the campaign will spotlight environmentally friendlier farming practices with videos from conservationist and author Jake Fiennes.
Farmers themselves are playing a pivotal role in this campaign. Silas Hedley-Lawrence, a farmer from Oxford, voiced his support: “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. As a farmer, I am proud to play my part.”
The campaign invites farmers to share their stories on social media, further amplifying the message of British farming excellence. This grassroots approach not only highlights the quality of British produce but also the environmentally sustainable practices adopted by many UK farmers.
A Call to Action
The ‘Let’s Eat Balanced’ campaign is more than just a marketing initiative; it’s a call to action for consumers to support British farmers and make informed choices about their diet. With a blend of digital, social, and traditional media, the campaign is set to make a significant impact, encouraging the public to appreciate the nutritional and environmental benefits of choosing British meat and dairy.
As the campaign continues to gain momentum, AHDB is providing free marketing materials such as recipe leaflets, posters, and stickers, available to farmers and local retailers. These resources are designed to help spread the campaign’s message within communities, ensuring that British meat and dairy are recognised for their role in a balanced and sustainable diet.
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Reference: https://ahdb.org.uk/letseatbalanced and https://letseatbalanced.com/
