Gordon Ramsay and Pixie Lott launch milk campaign

Hot-tempered celebrity chef Gordon Ramsay and pop princess Pixie Lott launched the multi-million pound Make Mine Milk campaign on Monday.

It promotes the benefits of low-fat milk to teenagers and families across the country in a bid to make it the “must have” drink of the summer.

The campaign was commissioned by Dairy UK’s Milk Marketing Forum and of the £7.5m total spend, one third comes from European Commission funding. Both celebrities in the advertisements will be sporting iconic milk moustaches to front the campaign.

The promotion aims to raise public awareness that low-fat milk contains less than two per cent fat is nutrient-dense and healthy. “This activity comes at an important time for the industry, and represents a welcome revival of the promotion of liquid milk in Great Britain,” said Dairy UK director general Jim Begg. “I’m certain that the campaign will prove a big success, and its benefits will be felt across the supply chain, from producers to milkmen.”

The similar ‘White Stuff’ campaign in Scotland, fronted by Andy Murray and Nell McAndrew sparked a 3.4 per cent increase in milk sales.

Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies make up the Milk Marketing Forum with support from Dairy UK. Nutritional advice is provided by The Dairy Council.