The first national dairy TV campaign for 20 years helped drive an estimated 11.2 million litres of additional liquid milk sales during the Coronavirus pandemic earlier this year, as well as raising £100,000 for mental health charities.
The UK-wide ‘Milk Your Moments’ campaign, which ran for 12 weeks from mid-May, resulted in an additional 212,000 consumers buying milk who would not otherwise have purchased it. This was against a challenging background of millk already being bought by 98% of UK households prior to the pandemic.
The campaign resulted in positive shifts in attitudes towards dairy within the target audience, with more consumers claiming that dairy was an important part of their diet and perfect for a growing family.
Funded with £1 million from AHDB, Dairy UK, dairy processors, Defra, Scottish, Welsh and Northern Ireland Governments, the campaign aimed to address the drop in liquid milk demand caused by the closure of foodservice outlets due to Coronavirus.
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