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AHDB to run social experiment to monitor consumers’ emotional response to dairy

It comes as the next step for the Department of Dairy Related Scrumptious Affairs.

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Rebecca Miah speaking at NFU conference last week.
Rebecca Miah speaking at NFU conference last week.
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AHDB to run social experiment to monitor consumers’ emotional response to dairy #teamdairy

A dairy marketing campaign which prompted almost nine in 10 millennial parents to consider dairy as ‘tasty’ has revealed a new initiative to test consumers’ emotional response to dairy products.

 

The new social experiment comes as the next step for the AHDB and Dairy UK’s Department of Dairy Related Scrumptious Affairs and will see consumers fed both dairy and non-dairy produce and tested with brain electrocardiogram (ECG) equipment to evaluate their psychological response.

 

It follows figures from the campaign which found its 574 million person reach had 100 per cent positive sentiment, with 11 per cent of millennial parents admitting they were now less likely to switch to dairy alternatives.


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“We will be having a social experiment,” AHDB head of crops and dairy marketing Rebecca Miah told NFU conference.

 

“We understand that actually at the time when things can seem a little bit dreary and gloomy, people need to look for pleasure and relaxation; they need to look for what enhances their life – and that is what dairy does.

 

‘Mood lift’

“It gives them a good mood lift.”

 

Ms Miah said the team was also working on a new 10-week advertising campaign – due to be launched in March – to be ‘relevant to the moment’, which she said would be tailored to what the consumer is doing at the time of reading the advert, for example running for the tube.

 

She said while there was a case of dairy consumption reduction in the UK, it was also partially due to a reduction in the intake of dairy hosts such as cereal and coffee.

“It will be all about new integration,” she said. “How can I eat dairy in a different way?

 

“Our processors spend the most on marketing their products, such as a branded yoghurt or cheese, but when they spoke about it they were not talking about dairy.

 

“Instead it was the industry’s detractors that used the word dairy and no-one was putting forward the positive elements of dairy.”

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