Bilingual boost for milk campaign

5 June 2001



Bilingual boost for milk campaign

By FWi staff

A MARKETING campaign aimed at encouraging more people to drink milk is receiving a bilingual boost in Wales.

From Tuesday (05 June) milk tankers will take to Welsh roads emblazoned with the slogan “Llaeth: Y Ddiod Gadarn”

This is the Welsh translation for “Milk: The White Stuff” — the slogan of the Dairy Council campaign launched last year.

The bilingual initiative is being taken forward by the Welsh Development Agency in conjunction with The Dairy Council.

Support has come from South Caernarfon Creameries, ACC Creameries, Golden Vale, First Milk, and Llaeth Cymru.

Following on from this, there will be billboard advertising in towns and cities, as well as bus, newspaper and regional poster adverts.

And promotional items will be given out at food and agricultural fairs over the summer and autumn months.

The Welsh campaign was suggested by the Wales Agri Food Partnerships dairy strategy group.

Group chairman Gareth Evans said: “We are hoping that by extending the campaign, bilingually, into Wales, we will reach more and more milk drinkers.

The original campaign included telkevision adverts featuring cartoons of boxers Chris Eubank and Prince Naseem and football legend George Best.

Its full catchphrase “White stuff – are you made of it” was remembered by 65% of those surveyed, according to research.

The campaign added an extra 12 million litres to milk sales in its first three months, claims the National Dairy Council.

• White stuff ads boost milk sales, FWi, 8 December, 2000
• White Stuff adverts on right track with viewers, FWi, 18 August, 2000
  

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