The chart-topping artist and the four Hollywood actors – Liam Neeson, Bradley Cooper, Quinton ‘Rampage’ Jackson and Sharlto Copley – are sporting milk moustaches and being splashed across thousands of bus sides and posters in England, Scotland and Wales.
They follow in the footsteps of Gordon Ramsay and Pixie Lott, who provided a successful springboard for the campaign in April.
Supported by numerous press and online advertisements, plus a large-scale PR and social media programme, Make Mine Milk aims to highlight the nutritional benefits of milk and encourage people to consume more. In particular, it aims to remind British teenagers and families that low-fat milk contains less than 2% fat and is a source of nutrients such as calcium.
The Make Mine Milk campaign was created by the Milk Marketing Forum, which is a consortium of leading dairy companies including Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies, with support provided by Dairy UK and The Dairy Council. Of the £7.5m spend, a third comes from European Commission funding.
Sandy Wilkie, chairman of the Milk Marketing Forum, said: “We’re delighted to announce our new celebrities for the Make Mine Milk campaign. Usher and the stars of The A-Team are known and liked by teenagers and families across the world, so it’s fantastic that they’ll be using their huge popularity to tell the British public that milk is low in fat, healthy and is a product that everyone should have in their fridge.
“Through this exciting three-year campaign, we hope to boost demand for milk, to the benefit of British retailers, dairy farmers, milk processors and ultimately consumers as well.”
Source: Milk Marketing Forum
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