A-list celebrities sporting milk moustaches will front the £7.5m ‘Make Mine Milk’ campaign, promoting low-fat milk to families across the country. However, the celebrities involved with the project will only be revealed in April.
In the meantime, the industry is being invited to watch a taster of the campaign:
The ‘Make Mine Milk’ campaign aims to highlight the nutritional benefits of milk, reminding consumers that low-fat milk contains less than 2% fat.
In order to target health-conscious teens and mothers who hold the all important keys to the fridge, the celebrities signed up to launch the campaign have strong connections with these audiences.
The Milk Marketing Forum has overall responsibility for the Make Mine Milk campaign. It’s a consortium of leading British dairy companies and milk cooperatives which receives administrative support from Dairy UK and nutritional guidance from The Dairy Council.
Of the £7.5m total spend for the campaign, a third comes from European Commission funding. ‘Make Mine Milk’ follows in the footsteps of the successful Scottish ‘White Stuff’ campaign, which ran from 2003 to 2008 and featured celebrities such as Andy Murray and Nell McAndrew.
The launch of the ‘Make Mine Milk’ campaign in April will see advertisements placed on super-size poster sites and buses all over Britain. Press adverts will run in some of the most widely read consumer magazines, supported by a fully integrated marketing campaign to drive consumers to the ‘Make Mine Milk’ website and online community.
The likes of Hugh Jackman, Elizabeth Hurley and Beyoncé Knowles have all taken part in the ‘Got Milk?’ campaign in the US.
Source: Milk Marketing Forum
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