The Dairy Council is understood to have appointed youth advertising agency Castner to handle a project to encourage 15- to 19-year-old girls to drink more milk.
It is thought that the agency pitched against three undisclosed agencies to win the project, which is being funded by the European Community and the Milk Development Council. The Dairy Council is looking to work with agencies on a project basis, and it is not clear how this affects its relationship with incumbent agency BMP DDB.
The move towards using agencies on a project basis reflects changes in the Dairy Council’s funding. Its marketing budget was previously contributed by milk processors and farmers, but a dispute between the two sides led to this being withdrawn. The council was forced to axe its marketing team (MW July 4, 2002).
The Dairy Council’s focus is now on promoting the health benefits of milk, rather than the industry’s interests. This started with a print and online campaign aimed at parents, through BMP DDB, earlier this year. The ads included nutritional information about milk and calcium levels.