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


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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