Television presenter Julia Bradbury has launched a nationwide Smile for Dairy campaign as part of National Dairy Week.
The BBC Countryfile presenter donned a fairy costume to urge people to take photos of themselves smiling to show their love of dairy products.
The Smile for Dairy Campaign has been launched by the Dairy Council to promote the nutritional benefits of dairy products.
Consumers are being asked to upload their photos to a special website.
Ms Bradbury said: “I’m a country girl at heart and I am delighted to wave my magic wand in National Dairy Week and become the Dairy Fairy.
“Just about every household in Britain uses milk, cheese and yoghurt and we should be proud that we produce such natural and nutritious foods.
“It’s something many of us perhaps take for granted.”
Britain remains second in the EU in terms of total liquid milk consumption, according to recent research.
A 2009 consumer survey conducted by the Dairy Council found:
• 97% of UK households consumed dairy products
• 86% of people who consume dairy products do so every day
• Fresh milk and cheese were the most consumed dairy products
• More than two-thirds of people think dairy products are especially healthy for children.
The Dairy Council celebrates its 90th birthday during National Dairy Week.
Council chairman Sandy Wilkie said: “National Dairy Week is a time for us all to remember just how much dairy is part of our lives.
“British dairy products are among the nation’s favourite foods and something to celebrate.”