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Make Mine Milk

14 September 2009

UK - Dairy UK have announced a new £7.5m campaign for liquid milk.

The "Make Mine Milk" campaign will promote liquid milk to families with a focus on young people aged 15-24 years old. Work is being driven by the dairy industry's Milk Marketing Forum supported by Dairy UK. The European Commission have awarded a promotional grant of €3m to the project.

Dairy UK Director General, Jim Begg said: “This activity comes at an important time for the industry, and represents a welcome revival of the promotion of liquid milk in Great Britain. I am certain that the campaign will prove a big success, and its benefits will be felt across the supply chain, from producers to milkmen.”

The Milk Marketing Forum is a consortium of leading British dairy companies and co-operatives and is administered by Dairy UK, with nutritional advice and support from The Dairy Council. Its members are Arla Foods UK, Dairy Crest, First Milk, Milk Link and Robert Wiseman Dairies.

The “Make mine Milk” campaign will run for three years in England, Scotland and Wales and will be implemented by leading London-based agency, Kindred. The first adverts will appear early in the New Year.

TheCattleSite News Desk


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