‘Drink More Milk’ Message For Schools

UK - ‘Drink more milk’ is the simple message behind a new marketing campaign using teenagers to help promote the drink across 12 secondary schools in Yorkshire to other fellow students.
calendar icon 14 August 2007
clock icon 1 minute read

Project Hoof was jointly funded by the Milk Development Council and The Cool Drinks Company following new Government guidelines to reverse the downward trend in milk consumption and ban additive-loaded drinks from beyond lunch from this September.

The organisations worked directly with the Year 8 pupils to help them develop their own promotional material to drive awareness and demand for milk products in their school.

A competition was held to see which team of pupils could produce the best marketing materials, the most innovative promotional idea and drive the biggest increase in sales.

The winning team was rewarded with a fun day out at Poplars Farm and Adventure Maze, near Knaresborough, Yorkshire.

Mick Whittle, assistant head teacher at Garforth Community College, which took part in the trial said: “As a school we have benefited because our students now have enterprise experience of running a real campaign specifically aimed at their peer group while reinforcing the important message about healthy lifestyle choices.”

Source: FarmersGuardian
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