The Agriculture and Horticulture Development Board (AHDB) has rolled out its Let’s Eat Balanced campaign for the fifth year, which it said would help people understand the nutritional benefits of British dairy, beef and lamb.

The campaign has returned to screens for January, shining a light on lean British beef, lamb and dairy as “natural sources of essential nutrients”, such as protein and vitamin B12, with vitamin B12 reportedly helping to reduce fatigue. Alongside taste and nutrition, Let’s Eat Balanced puts British farmers at its heart, highlighting their care for nature and their animals.

Since launching in 2021, the campaign has delivered “significant results”, said AHDB. Evidence from the campaign showed that more people feel positive about the health benefits of British red meat and dairy, and AHDB said it also shows that more people agree that British red meat and dairy are produced sustainably.

Audiences will see videos featuring Martha Hayes, a beef farmer from Lincolnshire, whose family farm is built around pastures that support healthy cattle. They will also meet Emma Furnival, a dairy farmer from North Shropshire, who farms alongside her family and is “committed to protecting and enhancing the land”.

Furnival said: “We’re working hard to enhance our farm for future generations, knowing each paddock like the back of our hands. We meticulously monitor grass growth to ensure our dairy cows can graze outside for as long as the weather permits. Grazing in this way means cow manure returns nutrients to the ground, helping the soil remain healthy and fertile.”

The ‘This & That’ adverts are now showing across cinema and TV, including ITV, Channel 4, Sky Media, Netflix, Discovery+ and Disney+. They will be seen on YouTube and social media channels such as Facebook, Instagram and Pinterest. The campaign will also appear in print, including the i newspaper, and in retail magazines and stores. Mike Greenwood-Wilkins, a sheep farmer and contestant on The Great British Bake Off TV show, will be featured on TV adverts.

Carrie McDermid, AHDB head of domestic marketing, said: “Five years on, Let’s Eat Balanced continues to play a vital role in helping people understand the nutritional benefits of British beef, lamb and dairy as part of a varied and balanced diet. We have achieved 717 million impressions through paid social campaigns, which is equivalent to everyone in the UK seeing content on Facebook, Instagram or Pinterest roughly 10 times (Media plans 2021-2026). Every year, the Let’s Eat Balanced campaign has been seen by over 40 million adults (Media plans 2021-2026). Over 50 million stickers have shared recipe inspiration in grocery stores (Stickers printed 2021-2026).

“Our levy payers are also seeing clear returns on their investments. Every £1 of dairy levy invested has returned £28 in retail sales. Every £1 of beef and lamb levy invested has returned £10 in retail sales. It is encouraging to see how far the campaign has come and how it continues to champion our farmers. We are proud to have initiated the campaign and help drive its success.”