A £1.2 million consumer campaign aimed at reminding the public of its love for dairy found that 11% of 26-41-year-olds were less likely to replace dairy products with alternatives – well ahead of expectations.
The campaign, jointly funded by AHDB Dairy and Dairy UK, created a spoof government agency – the Department of Dairy Related Scrumptious Affairs – and focused on digital marketing, a move away from the more traditional approach seen in previous industry campaigns.
“We took a bit of a risk moving away from traditional formats but the results exceeded all expectations,” said AHDB head of crops and dairy marketing Rebecca Miah.
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The campaign, jointly funded by AHDB Dairy and Dairy UK, created a spoof government agency – the Department of Dairy Related Scrumptious Affairs – and focused on digital marketing, a move away from the more traditional approach seen in previous industry campaigns.
“We took a bit of a risk moving away from traditional formats but the results exceeded all expectations,” said AHDB head of crops and dairy marketing Rebecca Miah.
View the full article on The Business Barn >>>