Written by Iain Hoey
A dairy promotional campaign, which focused on driving dairy occasions during a time of crisis, has reached 33 million people since its launch last month.
The ‘Milk Your Moments’ dairy promotional campaign was seen by 29.5 million people in the national press and 33 million across Facebook, Instagram and Twitter since its launch in mid May.
A further 2.6 million have received geo-targeted social media adverts when they are close to supermarkets and convenience stores.
Over the next few weeks, the campaign will encourage the public to share their favourite photo from 2019 and tagging friends to suggest a virtual ‘cuppa’.
The 12-week, £1 million campaign is joint funded by AHDB, Dairy UK, Defra, the Scottish Government, the Welsh Government and the Northern Ireland Executive.and is highlighting moments of connection during lockdown, driving dairy occasions, and raising money for the UK’s leading mental health charities Mind, SAMH and Inspire.
Paul Flanagan, AHDB dairy strategy director said: “We’re delighted with the initial results from the campaign and to play our part as an industry to support people’s mental health during the lockdown.
“In the coming weeks, consumers will also see PR activity, in-store promotion in supermarkets and for the first time in over 20 years, a national TV advert at the beginning of July.”
Dr Judith Bryans, Chief Executive of Dairy UK added: “This campaign would not have had the impact it has without the support from Government, AHDB and a number of Dairy UK members. What’s been a real boost is that other industry partners, including RABDF, Trewithen Dairy and Kite have also loved the campaign and joined as funding partners. This shows how keen the industry is to back something so positive for consumers”
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