For more than a decade, AHDB’s Retail Team has worked closely with leading UK supermarkets to champion British beef, lamb, pork and dairy farming.
We maintain strong relationships with nine major UK retailers, each supported by members of our team who understand their business needs and shopper priorities. This tailored approach allows us to deliver effective, insight-driven activity that supports the supply chain.
Our retail partnerships focus on four key areas of activity:
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CAMPAIGN ACTIVATION
We bring our consumer marketing campaigns to life in retail settings, helping shoppers connect with British farming.
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RETAIL SUPPORT
We work with retailers on collaborations, butcher engagement, and shopper insights to support British meat and dairy.
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HEALTH AND SUSTAINABILITY
Working with retailers, we highlight the role of meat and dairy in balanced, sustainable diets.
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BUILDING PARTNERSHIPS
We work with industry partners to strengthen the supply chain and build trust in British farming.
Recent campaigns such as Let’s Eat Balanced have achieved outstanding outcomes — delivering strong returns on investment and boosting performance for participating retailers.
These results highlight the power of AHDB’s evidence-based marketing and our ability to create campaigns that not only inspire consumers but also deliver tangible commercial value across the supply chain.
Check out some of our key results below:
Making an Impact
- 50M
- adults reached in 2025
- 6M
- social media engagements (2025/26)
- 12.8M
- stickers on packs in supermarkets (2025/26)
- 9
- UK retail partners
MARKETING CAMPAIGNS
Discover how our consumer marketing campaigns inspire people to choose and enjoy British beef, lamb, pork and dairy. Through evidence-based messaging, partnerships and multi-channel activity, we help connect consumers with nutritious, sustainable food choices and the farmers who produce them.
Our Latest Campaign: This and That
Watch our latest campaign that recently ran across TV, social and in-store.
