make mine Milk
The ‘make mine Milk’ campaign aims to highlight the nutritional benefits of milk, reminding consumers that low fat milk contains less than 2% fat and is a healthy choice for all members of the family.
Using celebrities such as Gordon Ramsay, Jenson Button, Elle Macpherson and Pixie Lott, the campaign targets everyone in Great Britain, but particularly health-conscious teens and mothers, who hold the all important keys to the fridge.
The Milk Marketing Forum has overall responsibility for the ‘make mine Milk’ campaign. It is a consortium of leading British dairy companies and milk co-operatives which receives administrative support from Dairy UK and nutritional guidance from The Dairy Council. Its members are Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies. Of the £7.5m total spend for the campaign, a third comes from European Commission funding.
The ‘make mine Milk’ follows in the footsteps of the successful Scottish ‘White Stuff’ campaign, which ran from 2003 to 2008 and featured celebrities including Andy Murray and Nell McAndrew. Following many years of declining milk sales this high profile campaign sparked an impressive 3.4% increase in consumption, providing real encouragement to the whole of the dairy industry.
To find our more about 'make mine Milk' visit the campaign website at www.makemineMilk.co.uk or join the Facebook community, which also hosts the 'make mine Milk' Challenge leaderboard at www.facebook.com/makemineMilk.
