Milk producers’ ad body founders

The milk producers’ advertising consortium, set up in the aftermath of deregulation, has collapsed, forcing members to seek their own agencies.

The group, which operated under the strapline “int milk brilliant”, was set up three months after the demise of the Milk Marketing Board, which had co-ordinated generic ad campaigns. Founding members were Unigate, Waterford Dairies, MD Foods, Associated Co-operative Creameries, Dale Farm & Express Dairies and Lincoln Co-op.

Last year, Unigate and Waterford broke away, with Unigate appointing DMB&B for its own branding campaign. Dale Farm has since quit, and has shortlisted Cheetham Bell, Advertising Principles and HJSW Partnership for a 3m campaign.

Now the remaining members of the consortium, operating under the auspices of the National Dairy Council, will have to appoint their own agencies, instead of benefiting from generic ads produced by BMP DDB.

A National Dairy Council spokeswoman says: “It’s a shame. We would have liked to help co-ordinate more campaigns for them.”

Alex Robertson, marketing director for Dale Farm, adds: “The members simply couldn’t agree on strategy.” He believes individual producers must target their advertising more tightly to fight increasing competition and the continuing decline of doorstep delivery.

The consortium’s 1.4m budget has been handled since 1988 by BMP DDB.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here