The Milk Development Council has appointed the National Schools Partnership, after a five-way pitch against four undisclosed agencies, to create a campaign targeting teenagers.
The NSP, a specialist schools marketing agency, is now working on a campaign that aims to encourage secondary schools to reintroduce milk. The work is being developed for the second quarter of this year and it will be used by the MDC and its partners, which include the major dairy products producers, to promote milk to local schools.
MDC project manager Diane Cannon says it has been successful at getting milk back into primary schools and now wants to expand its reach. She adds: “We need to get the same result in secondary schools, and to achieve this we feel we need an agency that fully understands our target market.”
MDC promotes the benefits of milk as part of a balanced diet to all consumers, but also focuses on specific groups. In the past, it has targeted young girls through a campaign fronted by Colleen McLoughlin, the girlfriend of England and Manchester United footballer Wayne Rooney. The campaign, which promotes the beauty benefits of dairy products, runs across cinema, radio and online.
NSP chief executive Mark Fawcett says: “The MDC is committed to delivering its message that milk offers wholesome goodness to all age groups. It understands the importance of communicating in ways that will be relevant and meaningful to this difficult-to-reach young audience.”