AHDB and Dairy UK campaign 'reigniting' love of British dairy products
Research found young parents were more certain to buy dairy products with a drop in the amount of people cutting consumption.
Alex Black
11 per cent more young parents were certain to buy dairy products, according to research carried out after the second year of AHDB and Dairy UK’s marketing campaign.
There was also an 8 per cent fall in the number of people cutting consumption now or in the future, with an 11 per cent reduction in intentions to consume alternatives.
Rebecca Miah, AHDB head of dairy marketing said: “We knew dairy was being overlooked as a category so it’s fantastic to see that people are responding positively to the campaign and reigniting their love of dairy.”
Campaign
The campaign aimed to remind people of their love of dairy. It targeted 20 to 35 year old parents, using humour to ‘share moments when dairy makes life better’ through the spoof organisation The Department of Dairy Related Scrumptious Affairs.
The adverts were seen by 23.8 million people on social media, 7.1 million on catch-up TV, 8.1 million in the cinema and 13.5 million on billboards.
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Dr Judith Bryans, Dairy UK chief executive said: “We are thrilled that for the second year running the campaign has delivered such strong results.
“We have shown dairy is absolutely a relevant category to millennials, and how our products add taste and enjoyment to their daily lives.”
Farmers have been promoting the campaign locally by ordering branded posters, banners, re-useable coffee cups and car stickers for use on-farm and at local events.
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