Dairy industry launches £1 million consumer campaign

06 May 2020

A £1 million promotional campaign has been launched by AHDB to help increase consumption of milk in UK households.

Funded jointly by the AHDB, Defra, the Scottish Government, Welsh Government, Northern Ireland Executive and Dairy UK, it will help increase sales of dairy products by encouraging the public to drink more milk.

Television advertising

The campaign, aspects of which will feature on television for the first time in more than 10 years, highlights the importance of ‘human connections’ during the current coronavirus crisis and taps into the need for personal moments during lockdown – particularly the role that fresh milk and dairy plays in these challenging times.

The 12-week campaign, which goes live next week, will be funded through a combination of £500,000 from the UK governments, £300,000 from Dairy UK members, and £200,000 from AHDB.

Volume opportunity

The campaign will mainly focus on driving the tea, coffee and milky drink occasions, because they have the largest volume opportunity and are the centre point of most human connections.

Whether it’s a virtual cup of tea with family or a frothy latte with friends, milk has always been there and will support those connections in this time of crisis.

The campaign will appear on social media, digital and, for the first time in more than a decade, on television.

Much-needed support

It will also provide much-needed support to both dairy processors and producers, who are currently facing difficulties as a result of coronavirus and the closure of cafes and other food service outlets.

“We know the closure of restaurants and food outlets has meant that many producers have excess milk that might otherwise go to waste. That’s why we are backing this campaign to drive milk consumption and boost sales,” says environment secretary George Eustice.

Difficult period

“We have already relaxed competition rules so producers can work more closely together on the challenges they are facing, and will continue to support them through this difficult period.”

"This is a fantastic demonstration of what can be achieved when industry and government join together to meet a common challenge,” adds AHDB's Christine Watts.

"We know that consumers love milk and the great taste of dairy but, because it’s such an integral part of our lives, consumers tend to take it for granted.”