National dairy campaign sparks rise in sales

The first national dairy TV campaign for 20 years helped increase liquid milk sales by more than 11m litres.

The £1m “Milk Your Moments” initiative prompted an additional 212,000 consumers to buy milk who would not otherwise have done so, according to new research.

See also: Milk Your Moments campaign reaches millions

Funded by the AHDB, Dairy UK, Defra, and the Scottish, Welsh and Northern Ireland governments, it ran for 12 weeks from mid-May in a bid to reverse the drop in liquid milk demand caused by the coronavirus-related closure of food-service outlets. 

The campaign was created to “inspire moments of connection”, with people forced to stay apart due to the pandemic, and to shift consumer attitudes by building the industry’s reputation.

Direction

“Every £1 spent on media, turned into £13.99 of retail sales,” said AHDB dairy strategy director Paul Flanagan.

“It shows just how much can be achieved when industry and government are all pulling in the same direction, with a hard-hitting campaign that struck a chord with consumers in very uncertain times.”

Consisting of social media, website, billboards outside supermarkets and TV advertising, the campaign contributed £6.6m of milk sales, equivalent to 11.2m litres.

Dr Judith Bryans, chief executive of Dairy UK, said: “Everyone involved in the development and funding of this campaign went into it with a very positive mindset, wanting to connect with our consumers and reassure them that dairy has always been with them and would continue to be with them through this crisis.”

The campaign highlighted the role fresh milk and dairy products play during difficult times and led to positive shifts in attitudes, with more consumers claiming dairy was an important part of their diet and perfect for a growing family.

It also raised £100,000 for mental health charities, Mind, the Scottish Association of Mental Health (SAMH) and Inspire.

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