Make Mine Milk has been running in Great Britain since April 2010, funded by Milk Marketing Forum companies and the EU, but the funding runs out next month and the campaign is coming to an end.
Speaking at the recent Dairy UK conference, MMF chairman Sandy Wilkie reported that …
So, the Milk Marketing Forum was formed to change this situation. And change it, it has. The constant decline in milk sales and milk consumption has been halted and reversed: “In the past year,” said Wilkie, “there has been an extra 110 million litres of milk sold.”
And there is further evidence of its success and reach. On social media, ‘Make Mine Milk’ has had more than 120,000 likes on Facebook, has more than 6,000 followers on Twitter, and has generated more than three quarters of a million views on YouTube, which is more than Evian Water, EasyJet, Innocent Smoothies and others.
I think the campaign has been a huge success and ‘gold medals’ should go to Sandy and his Forum colleagues and to those people at the Kindred Agency for their great work.
“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,” says Wilkie. “To do this, we’ll need support from the whole industry.”
He did make reference to the fact that they had not received any funding so far from farmers: “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.”
The point was echoed by Dairy UK director general Jim Begg in the recent issue of The Grocer magazine’s Dairymen supplement. He said: “I think that generic campaigns across our range of products are necessary to underpin consumers’ faith and loyalty to the category. I wish that DairyCo felt the same.”
As Wilkie said at the Conference: “Let’s keep a good thing going.”
So come on dairy industry, step up to the plate, get behind an extension of this campaign. And let’s keep a good thing going!
Geoff Platt is a freelance editor & journalist, specialising in dairy.
© FoodBev Media Ltd 2024