Dairy campaign reaches 33 million people during lockdown

Written by Rachel Martin

The ‘Milk Your Moments’ dairy promotional campaign was seen by 29.5 million people in the national press and 33 million across social media since its launch in mid-May.

A further 2.6 million received geo-targeted social media adverts on their phones when they are close to supermarkets and convenience stores.

The campaign is highlighting moments of connection during lockdown as well as 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.

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.

As well as highlighting moments of connection, the campaign is focused on driving dairy occasions during this time of crisis.

It is providing much-needed support to both dairy processors and dairy farmers, who have faced challenges with the closure of cafes and other foodservice outlets during lockdown.

“Dr. Judith Bryans, chief executive of Dairy UK, said: “The campaign is a great example of industry and Government working together to achieve a common goal, and it’s been thrilling to see the campaign off to such a fantastic start.

“It goes without saying that 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.

We’re delighted to say that the first half of the campaign has already brought us some excellent results, and we’ll be building on these in the second half of the campaign with our TV ad and our media partnership.

Dairy workers, farmers, brands and consumers have all been showing their support for the campaign by sharing images of on social media using the #milkyourmoments.

Over the next few weeks, the campaign will encourage the public to share their favourite photo from 2019 and tagging friends to invite them for a virtual ‘cuppa’.

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