Dairy UK has signed up pop star Alexis Jordan as the latest celebrity to join the ‘Make Mine Milk’ campaign.
The £7.2m campaign, which aims to encourage more people to drink milk, has attracted support from a number of stars since it was launched in April 2010, including Formula One driver Jenson Button and supermodel Elle Macpherson.
It was set up by the Milk Marketing Forum – a consortium of companies including Arla Foods UK, Dairy Crest, Milk Link and Robert Wiseman Dairies and has backing from Dairy UK and The Dairy Council.
A third of its budget comes from European Commission funding.
The latest stage of the campaign aims to tell consumers that most varieties of milk, including semi-skimmed, are less than 2% fat.
Singer Jordan – who has had two top-10 songs – will front an online competition aimed at aspiring fashion designers.