The Agriculture and Horticulture Development Board (AHDB) has announced the launch of its new Let's Eat Balanced campaign, with three TV adverts showcasing British beef, lamb and dairy on 1st January 2024.

AHDB Lets Eat Balanced campaign Copy

Reflecting upon its previous 'We Eat Balanced' campaign, AHDB chose to call the campaign 'Let's Eat Balanced' as a more "direct" call to action.

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

AHDB said the campaign adverts will highlight that British beef and lamb, and dairy are natural sources of protein and vitamin B12 which helps to reduce tiredness. The messaging will showcase how "THIS rain and grass produces THAT delicious beef, lamb, milk and cheese, which provides THIS vitamin B12 which helps with THAT fatigue".

Lending his distinctive voice to the cinema and television advert is British comedian, actor and broadcaster, Richard Ayoade. He is best known for his roles as the host of Travel Man: 48 Hours in…, Have I Got News For You and socially awkward IT technician, Maurice Moss in the Channel 4 sitcom The IT Crowd (2006–2013), for which he won the 2014 BAFTA for Best Male Comedy Performance. AHDB said Ayoade "brings his distinctive wit, charm and charisma to elevate the brand messaging to new heights".

The campaign advert will be seen across cinemas for the first time, focusing on much anticipated sequels and family fun films. 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.

Building on We Eat Balanced

The Let’s Eat Balanced campaign will build upon the previous We Eat Balanced campaign and aims to champion British beef, lamb, and dairy. AHDB said the change in brand name follows 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.”

This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.