Farmers milk Rolfs success

5 December 2001

Farmers milk Rolfs success

By FWi staff

VERSATILE television celebrity Rolf Harris will spearhead a milk advertising campaign to encourage people to enjoy a White Christmas.

The money for the national adverts to get people to drink a festive “pinta”
will come solely from farmers contributions to the “White Stuff” campaign.

Although the programme, which began on June 2000, was intended to run for three years, processors have suspended match-funding for the next 18 months.

The animated advert featuring cartoonist, artist, musician and television presenter Rolf has already been screened as part of the campaign.

Rolf is currently riding high on the success of his BBC 1 show Rolf On Art, which has recorded the highest UK rating for a visual arts show.

A spokesman for the Milk Development Council (MDC) said: We chose the advert featuring Rolf because it has proved incredibly popular with the public.

The advert will be shown at meal times between 24-31 December.

The National Farmers Union welcomed the 200,000 festive campaign, which is using cash gathered from farmers before levy collection could be halted.

Milk Committee chairman Terrig Morgan said: “We are very pleased that the campaign will continue over Christmas to get the most out of the producer levies that were collected.

Describing the trades decision as a real kick in the teeth for producers, Mr Morgan said most farmers were committed to a three-year campaign.

“They are willing to resume their contributions if the trade decide to re-establish match funding, he insisted.

An MDC spokesman said that negotiations were continuing with the Dairy Industry Federation, which represents the dairy companies.

The White Stuff campaign also featured boxers Prince Naseem and Chris Eubank and football legend George Best.

It was named the worlds best campaign by the International Milk Promotion Committee.

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