White Stuff adverts up milk use by 12m litres
White Stuff adverts up milk use by 12m litres
CONSUMER research is showing that the Dairy Councils White Stuff milk promotion has increased household consumption by 12m litres, and future campaigns are planned to promote milk in the market place.
Speaking at the RABDF conference, Michael Horrell, Dairy Council vice chairman, told delegates that eight months into the 18-month campaign, consumers are noticing the advert and their attitude towards milk is changing.
"It is the industrys failure as a whole that milk has a poor market value, but research shows our target audience – young parents – are increasingly regarding milk as a healthy option and a desirable, contemporary product," he said.
It is hoped that if parents become milk drinkers, then their children will carry on the habit, leading to a virtuous circle. Parents are also being targeted by the School Milk campaign, set to run from April-September 2001.
"This campaigns aim is to increase awareness within primary schools of the EU school milk subsidy and dispel the idea that applying for the subsidy is difficult. We need to demonstrate to parents that milk at lunchtime is beneficial and encourage them to influence school policy," said Mr Horrell.
Encouraged by the success of the five-a-day fruit and vegetable campaign, the Dairy Council intends to run a three-a-day campaign for dairy products from October-March 2002, he added.
Brian Peacock, chairman of the Milk Development Council argued the need to develop the image of milk and dairy products as wholesome, nutritious foods with added health benefits.
"Milk benefits bone development and maintenance, contains anti-cancer properties and is a functional food," he said. Marketing in a health-conscious age should also concentrate on the fact that milk is at least 95% fat-free, added Mark Spencer, a dairy farmer and conference speaker.
This message is obviously not getting across to many consumers who in recent research, reported by Mr Horrell, believed that whole milk contained 25% fat, semi-skimmed 11% and skimmed milk 6%.
Mr Spencer also believed that branding regional dairy products and developing niche markets for milk from different dairy breeds could be a way forward. *