AHDB's Dairy Campaign Yields Substantial Returns for Levy Payers
The 'Let's Eat Balanced' marketing campaign by the Agriculture and Horticulture Development Board (AHDB) has proven highly effective, especially from its January 2025 launch. According to an independent analysis by NielsenIQ, the campaign generated £28 (€31.78) in additional retail sales for every £1 of levy invested.
The campaign's focus was on the Total Dairy category, which includes milk, cheese, and yoghurt. It resulted in £11.9 million (€13.5 million) in incremental sales, highlighting the effectiveness of strategic marketing efforts in promoting British dairy products.
Television emerged as the most influential channel, accounting for 44.2% of the total incremental sales. Social media platforms such as Facebook, Instagram, and YouTube, as well as on-demand TV, also contributed significantly to the campaign's success. The combined use of traditional and on-demand TV increased the impact, driving nearly two percent additional milk sales.
Paul Flanagan, AHDB's dairy sector director, emphasized the success of the campaign, noting, "This is a great outcome for our levy payers and a clear demonstration of AHDB’s ability to drive growth for the Dairy sector." Carrie McDermid, head of domestic marketing, highlighted the campaign's ability to combine nutritional messages with stories from British farmers, reinforcing the value of levy investment.
The campaign not only promotes the nutritional benefits of British dairy but also supports environmentally friendlier farming practices, showcasing the dedication of British farmers to producing high-quality food.
