We Eat Balanced campaign to return after Christmas

AHDB’s We Eat Balanced campaign will return to TV screens this Christmas to showcase the benefits of red meat and dairy as part of a healthy and sustainable diet.

Adverts featuring nine-year-old Nancy and her grandfather are set to reach over 32 million adults when featured on various channels, including ITV, Channel 4 and Sky from Boxing Day, as well as being available on YouTube.

The campaign returns to social media from January 3, 2023, with '41 million opportunities' for a younger target audience to see myth busting content on Facebook and Instagram focused on healthy eating and sustainability.

Major supermarkets will once again be promoting the brand in meat and dairy aisles, with 8 million on-pack stickers, milk bottle branding and banner adverts on retailer websites.

Also in January, a well-known TV celebrity and doctor will be supporting the campaign by spreading the message of the positive role meat and dairy can play in diets with a key focus on the benefits of Vitamin B12, with more details to be announced in the new year.

Pork will be included in the next phase of the campaign, although the pork levy will not be used to support the We Eat Balanced campaign in the next financial year, a decision taken as part of AHDB’s five-year strategy, which will see a reduced budget from next year.

Pork is naturally rich in protein, low in sodium and provides nine vitamins and minerals: vitamin B1 (thiamin), vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 and vitamin B12, as well as phosphorus, potassium, selenium and zinc.