Olympic gold medallists Laura Trott, Nicola Adams and Jade Jones have been unveiled as the final celebrities to front the ‘Make Mine Milk’ campaign, which comes to an end when funding runs out in October 2012.
Laura, Nicola and Jade, who all won Olympic gold medals at London 2012 this summer, hit the headlines thanks to their athleticism, talent and sporting achievements. Since then, they’ve captured the hearts of the British public, who have been inspired by the girls’ healthy lifestyles, sparkling enthusiasm and determination to succeed.
They represent a new era of celebrity, where being fit, healthy, strong and confident are the considered desirable attributes; a refreshing concept in the dusk of reality TV.
Milk Marketing Forum chairman Sandy Wilkie said: “I couldn’t be more delighted or proud to announce Laura Trott, Nicola Adams and Jade Jones as the new faces of the ‘Make Mine Milk’ campaign. Young, talented and perfect role models, they truly are the perfect ambassadors for the white stuff, representing a generation of new icons for which the people of Britain can be proud."
On the campaign ending, Sandy said: “September’s advertising burst will be the last one you’ll see from ‘Make Mine Milk’. The campaign has been running in Great Britain since April 2010, funded by the MMF companies and the EU, but all funding runs out in October.
“We’re putting legacy plans in place for 2013, but really we want to maintain the momentum of ‘Make Mine Milk’ by securing funding and bringing it back as soon as we can. To do this, we’ll need support from the whole industry. As yet, we have not received any funding from farmers, but that would make all the difference, especially in terms of securing additional funds from the EU, and we want to see them get behind this campaign in the future.”
Carrying the headline ‘M’ powered, the advertisements aim to communicate the health benefits of consuming low-fat milk to teenage girls and families in Great Britain. The ‘Make Mine Milk’ campaign is designed to remind people that milk, packed full of nutrients and containing less than 2% fat is the ideal product to keep you feeling good.
Laura Trott, the reigning European, world and double Olympic cycling champion, whose first word as a baby was ‘milk’, adds: “I have milk every day. I train a lot and always look forward to a homemade smoothie after a hard session on the track. Every day starts with a bowl of cereal and a glass of milk separately on the side (so the cereal doesn’t go soggy!).”
Nicola Adams, who made history with her gold medal win in London, said: “Before every fight, including my gold medal fight in London, I have Frosties with low-fat milk to get my day off to the best possible start. That routine’s been working pretty well for me, so I won’t be changing that any time soon!”
Laura, Nicola and Jade follow in the footsteps of a long line of celebrities to don the famous milk 'tash as part of the multi-million-pound campaign. To see the others, take a look at my Flickr 'Make Mine Milk' photo set below.
Geoff Platt is a freelance editor & journalist, specialising in dairy. This blog was reproduced with kind permission.
- Tags Tasty Crisps from former Seabrook MD
- Zuccari's Stefano Sala introduces a new range at Vitafoods Europe 2013
- Low calorie drinks lose market share in Mexico, despite obesity figures