31 August 2001

White Stuff is winning brand

BRANDING milk as the White Stuff has added 38m litres to UK sales in its first year of generic advertising, believes the National Dairy Council.

That exceeds the target of 35m litres set by the industry and the 18-month campaign is on track to increase sales by 60m litres, said Andrew Ovens, the organisations marketing manager.

The campaigns £9m of funding, collected from milk producers and processors, has been spent on TV and radio advertising, high visibility posters, a promotional trailer, point of sale displays and branded packaging. Consumers have returned to drinking milk and nine out of 10 people recognise the campaign, added Mr Ovens. The council is, therefore, proposing a second 18-month campaign.

Jim Begg, of the Dairy Industry Federation, which represents processors, said the results were being considered by its members. "Funding for the first NDC campaign came from 90% of processors in the liquid milk market. They will consider the impact it has had on their businesses and make a decision for the future, having also considered other forms of promotion." &#42