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.

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