The Agriculture and Horticulture Development Board’s (AHDB) ‘We Eat Balanced’ campaign will return to television screens in the UK on Boxing Day (December 26).

The campaign, which aims to promote and showcase the benefits of red meat and dairy as part of a healthy and sustainable diet, was confirmed to return today (Friday, December 16).

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

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

AHDB’s ‘We Eat Balanced’ campaign poster

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

AHDB’s director of marketing, Liam Byrne, said: “The We Eat Balanced campaign continues to play an important role in helping to position the benefits of red meat and dairy from Britain as part of a healthy and sustainable diet.

“We know that, as the cost of living increases, more people will become reliant on lower-cost foods which tend to be calorie-dense and nutrient-poor, further increasing the risk of diet-related disease.

“Our aim is to shine a spotlight on the positive choices consumers can make.

“Milk is such an affordable and nutrient-dense food, while meats like beef, lamb and pork contain up to nine essential vitamins, including Vitamin B12, which you won’t find naturally in vegetables.

“We want to give more consumers the confidence that by choosing red meat and dairy from Britain, they are choosing nutrient-dense produce with one of the lowest carbon footprints and highest welfare standards in the world.

“It’s also great to see how well the campaign continues to land with younger people, particularly those engaged in issues of ethics, health and the environment because these are the consumers of the future.”