The UK dairy industry today (15 September) unveiled plans for the launch of a marketing push that will aim to boost milk consumption in the country.
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The ‘Make Mine Milk’ campaign will be funded by the Milk Marketing Forum, a body set up by major UK dairy processors including Dairy Crest, Milk Link and First Milk.
It is hoped that the three-year, GBP9m (US$14.8m) programme – which will focus on England, Scotland and Wales – will have a similar impact to a campaign launched in Scotland in 2003, which used celebrities to encourage consumers to drink milk.
Sandy Wilkie, chairman of the Milk Marketing Forum, said milk consumption in Scotland rose by more than 5% in the wake of that campaign, dubbed ‘The White Stuff’ and insisted the use of celebrities would again attract more consumers to buy milk.
Wilkie, who is also marketing director at Robert Wiseman Dairies, refused to confirm which celebrities had signed up to the campaign, which will have a particular focus on using digital marketing to attract younger consumers.
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By GlobalDataHe added that the campaign should help milk sales grow throughout the sector. “We need to decide if we want a bigger slice of the pie or whether we want to grow the pie,” Wilkie told the Dairy UK annual conference in Warwick.
The initial campaign is slated to last until 2012 but Wilkie said dairy processors needed to “keep re-investing” in marketing to “keep growing”.
“Once [the investment] is in all of our budgets, then we would be more used to it being there,” Wilkie said, adding that the sector has a “collective responsibility” to help boost milk consumption in the UK.
