The colourful cook and chart-topping songstress are sporting iconic milk moustaches to front the ‘Make Mine Milk’ campaign. The launch sees advertisements featuring Gordon and Pixie splashed across super-size poster sites, and on thousands of buses all over Britain.
The duo will be following in the footsteps of the likes of Beyoncé Knowles and Hugh Jackman, who have taken part in the US ‘Got Milk?’ campaign, and Andy Murray and Nell McAndrew who starred in the Scottish ‘White Stuff’ campaign.
Gordon Ramsay said: “There’s a lot of love for milk in this country, but people often assume that it’s only good for kids who need a bit of calcium. The truth is that milk, especially low-fat milk, is fantastically good for you, me and everyone, anytime.”
Pixie Lott added: “I’ve always loved milk. I’ve been drinking it for years and love the taste. I love the long-running ‘milk moustache’ campaign and am honoured to be a part of it. I’m hoping that everyone will get into it.”
The ‘Make Mine Milk’ campaign aims to wake the nation up to all that’s great about milk, reminding people that low-fat milk contains less than 2% fat, and being nutrient-dense, it’s also extremely healthy.
Following on from the high profile ‘White Stuff’ campaign in Scotland, which sparked an impressive 3.4% increase in milk sales, the British campaign is financed with aid from the European Commission and aims to encourage and bolster the whole of the dairy industry, which has united to deliver its message with all the style of celebrity.
The campaign has been commissioned by The Milk Marketing Forum – a consortium of leading British dairy companies and milk cooperatives, with administrative support from Dairy UK and nutritional advice from The Dairy Council. Its members are Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies.
Source: Milk Marketing Forum, Dairy UK
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