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New campaign drives millennials away from dairy alternatives

Dairy UK and AHDB Dairy have committed a further £1.2 million to their latest dairy campaign after positive results.

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Dairy campaign drives millennials away from alternatives #TeamDairy

Millennials were ‘less likely’ to cut down their dairy intake following a campaign funded by AHDB dairy and Dairy UK.

 

The creation of a spoof organisation ‘The Department of Dairy Related Scrumptious Affairs’ targeted millennials and young parents – using social media, on-demand TV and billboards at major city sites.

 

Eight per cent of the target audience were less likely to cut down their dairy intake, with 11 per cent less likely to turn to alternatives, prompting Dairy UK and AHDB to commit a further £1.2m to the campaign for another year.

 

Tongue-in-cheek

 

The tongue-in-cheek campaign created fictional jobs within ‘The Department’ including Minister for Milk, Director of Cheese and Head of Butter. It featured videos on social media and on-demand TV together with a series of billboard posters at busy city sites including bus stops, rail and bus stations.


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The campaign notched up 19 million interactions on social media, and reached 14 million people through advertising.

 

Judith Bryans, Dairy UK chief executive said: “Our decision to move away from traditional media has shown that understanding your target audience and tailoring your messages accordingly is the best way to communicate your message successfully.

 

“It is fantastic to see so many engage with and enjoy our campaign and remember what it is that they love about dairy.”

 

Rebecca Miah, AHDB head of crops and dairy marketing said: “While our interactions and media reach is hugely important as a measure of success, what is more important is how the work impacts on consumer attitudes and actions, which is why we are so pleased to see the positive effect for the industry the campaign has had among the target audience, and we will be ensuring year two is as robust and focused.”

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