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*This year’s International Milk Promotions (IMP) trophy has been won by Norway. The winning campaign Melk.TV was developed by Ida Berg Hauge from the Norwegian Dairy Council and features new, innovative ways to communicate healthy and natural dairy foods to consumers. *

The Yves Boutonnat IMP trophy was presented at the closing banquet of the International Dairy Federation World Dairy Summit in Mexico City.

Seven entries from seven countries competed for the trophy this year. The finalists were: France with its Nos Amis Pour La Vie campaign, the UK with its Milk Cup (football) Sponsorship, and Norway’s Melk.TV campaign.

The winning campaign focuses on taking advantage of the internet to provide dairy info through recipes, shows and training.

The IDF said all entries demonstrated the good work going on around the world to promote the interests of dairy. The campaigns covered a diverse range of topics from promoting the health and nutrition benefits of dairy products, how dairy foods contribute to enjoyment and contemporary lifestyles, to projecting a positive image of the dairy industry in a modern and progressive society.

The campaigns have an effect on attitudes and behaviour of consumers to favour and stimulate the growth and consumption of dairy products.