New £7.5 million 'Make milk mine' campaign unveiled

Dairy UK is delighted to announce an exciting new advertising campaign for liquid milk, worth £7.5m over three years.

The "Make Mine Milk" campaign will use posters, press, online media and PR to promote liquid milk, aimed at families with a focus on young people aged 15 to 24-years old. Work is being driven by the dairy industry’s Milk Marketing Forum with support from Dairy UK, and the project has just been awarded a promotional grant of €3m from the European Commission.

Sandy Wilkie, Sales and Marketing Director for Robert Wiseman Dairies and Chairman of the Milk Marketing Forum said: "We are extremely happy with the Commission’s decision to co-fund our industry activity, and we look forward to getting this exciting campaign up and running over the next couple of months. Watch this space".

Dairy UK Director General, Jim Begg added: "This activity comes at an important time for the industry, and represents a welcome revival of the promotion of liquid milk in Great Britain. I am certain that the campaign will prove a big success, and its benefits will be felt across the supply chain, from producers to milkmen."

The Milk Marketing Forum is a consortium of leading British dairy companies and co-operatives and is administered by Dairy UK, with nutritional advice and support from The Dairy Council. Its members are Arla Foods UK, Dairy Crest, First Milk, Milk Link and Robert Wiseman Dairies.

The "Make mine Milk" campaign will run for three years in England, Scotland and Wales and will be implemented by leading London-based agency, Kindred. The first adverts will appear early in the New Year.