In the United Kingdom in January the dairy and meat promotion campaign “ We Eat Balanced” has returned on national TV screens. The new TV advert focuses on the goodness within red meat and dairy, as a natural source of vitamin B12, produced to world-class standards. The TV advert is be supported by social assets on Instagram and Facebook and shoppers can see the campaign in supermarket dairy and meat isles. Farmers from across the UK are made central to the social campaign, to tell their personal stories of how hard they work to make dairy and meat some of the most sustainable in the world. The campaign is organized by the Agriculture and Horticulture Development Board (AHDB) and paid out of a farmers levy.