AHDB’s Let’s Eat Balanced campaign represents the levy-paying farming community, providing evidence-based information about UK farming, food and nutrition. As part of our always-on social activity for 2025, LUX developed Milk Goals, a campaign which capitalised on the momentum of the Women’s Euros and positioned milk as the affordable, natural choice for fuelling sports performance and recovery. LUX placed England striker Nikita Parris’ personal story at the heart of the creative campaign, taking a people-first approach that landed key nutritional messages with parents and grassroots football communities nationwide.

From creative concept and celebrity partnership to video production and digital advertising, we championed British dairy as a go-to protein and nutrition source for young athletes. The activity generated 17 million views and reached over 7 million individuals.