An advertising campaign highlighting the nutritional value of lean meat and dairy as part of a healthy, balanced diet has been hailed a success.

The 'We Eat Balanced 'campaign, run by AHDB, ran through autumn 2022 and January 23 reached an estimated 43m adults. Now in its third year, the campaign showcased British produce as some of the most sustainable in the world.

In January, it featured on mainstream TV/on Demand, YouTube, Newspapers, social media and in eight major supermarkets, where 8m on-pack stickers linked shoppers to healthy meat recipes.

AHDB’s director of marketing, Liam Byrne, said: “We Eat Balanced is designed to celebrate the positive role meat and dairy can play within a healthy, sustainable diet and dispel negative myths.

“At a time when consumers are facing huge pressures on their budgets, the campaign has played an important role in helping shine a spotlight on the nutritional value red meat and dairy can bring – especially micronutrients such as iron, zinc, and calcium, that we know are found in a more bio-available form in animal sourced foods.”

Our social media campaign also delivered more than 41m impressions, with new content targeting the next generation of consumers, aged between 18-25. More than 90 per cent who saw We Eat Balanced on social platforms said they felt reassured that British meat and dairy were sustainable.

It also had a positive impact on the perception of specific health benefits red meat and dairy can offer, with six per cent more people viewing dairy as a good source of vitamin B12 after the campaign.