Let’s Eat Balanced dairy campaign delivers strong returns

AHDB’s Let’s Eat Balanced dairy marketing campaign delivered impressive results from the January 2025 burst. Independent analysis shows the campaign generated £28 (€31.78) in additional dairy retail sales for every £1 of levy invested (Source: NIQ 2025 Marketing Mixed Model result).

This significant return for levy payers highlights the impact of strategic marketing efforts in promoting British dairy products.

The research carried out by NielsenlQ, focused on the Total Dairy category (milk, cheese and yoghurt). It revealed that the campaign achieved £11.9 million (€13.5m, Source: NIQ 2025 Marketing Mixed Model result) in incremental dairy sales, showing a strong return for investing levy payer funds in this area and ultimately shaping consumer attitudes to dairy.

Research into campaign performance showed television was the most effective channel for driving incremental sales, accounting for 44.2% of the total (Source: NIQ 2025 Marketing Mixed Model result). Activity across Facebook, Instagram, YouTube and on-demand TV also performed strongly, delivering excellent returns. When adverts appeared on both traditional and on-demand TV, the impact increased further, with combined activity driving nearly two per cent additional incremental milk sales.

This joined-up approach helps keep British dairy visible and relevant to today’s consumers, connecting with families where they find their information and inspiration.

Paul Flanagan, AHDB’s dairy sector director, says, “This is a great outcome for our levy payers and a clear demonstration of AHDB’s ability to drive growth for the Dairy sector. It shows that when we invest in strategic marketing, we strengthen consumer trust, build long-term demand, and deliver real value back to our levy payers.”

Carrie McDermid, head of domestic marketing, says, “We’re delighted to see such strong results from the Let’s Eat Balanced dairy marketing mixed model research. The campaign continues to show how combining clear nutritional messages with real stories from British farmers can make a genuine impact. It not only helps consumers see the role dairy plays in a healthy, balanced diet, but also demonstrates the value of levy investment in promoting food our farmers can be proud of.”

Let’s Eat Balanced champions the nutritional benefits and great taste of lean British meat and dairy as part of a varied and balanced diet. The campaign showcases British beef, lamb and dairy as natural sources of essential nutrients, such as protein and vitamin B12, which helps to reduce fatigue. The campaign also promotes the environmentally friendlier practices of some British farmers, showing their dedication to producing food of world-class standard.