Dairy body to launch £7.5m ad campaign

Dairy UK is gearing up to launch a three-year £7.5m ad campaign to promote the benefits of drinking milk.

Proud of Diary

The “Make Mine Milk” campaign will launch next year and primarily target young people aged 15 to 24-years old.

The marketing activity is being driven by the Milk Marketing Forum, a consortium of British dairy companies and co-operatives which is administered by Dairy UK.

The Forum has been awarded a promotional grant of €3m from the European Commission to help fund activity.

The campaign, created by Kindred, will include posters, press, online media and PR.

Dairy UK director general, Jim Begg says: “This activity comes at an important time for the industry, and represents a welcome revival of the promotion of liquid milk in Great Britain.”

The Forum’s members are Arla Foods UK, Dairy Crest, First Milk, Milk Link and Robert Wiseman Dairies.

Dairy UK is a trade association that represents the interests of dairy farmers, producer co-ops, milk processors and doorstep deliverymen.

Kindred was awarded the ad account last year. The agency was previously known as Mustoes, but underwent a name change following its merger with Geronimo Communications.

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 customerservices@marketingweek.com

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