The ‘Milk Your Moments’ dairy promotional campaign launched by the Agriculture and Horticulture Development Board (AHDB) in mid-May was seen by 29.5 million people in the national press and 33 million across Facebook, Instagram and Twitter.
The campaign aimed to support the dairy industry after it was affected by the Covid-19 virus by highlighting moments of connection during lockdown. The initiative also raised money for the UK’s leading mental health charities Mind, SAMH and Inspire.
A further 2.6 million have also received geo-targeted social media adverts when they are close to supermarkets and convenience stores.
The 12-week, £1 million campaign is joint funded by AHDB, Dairy UK, Defra, the Scottish Government, the Welsh Government and the Northern Ireland Executive.
Dr Judith Bryans, chief executive of Dairy UK said: “The campaign is a great example of industry and Government working together to achieve a common goal, and it’s been thrilling to see the campaign off to such a fantastic start.
“It goes without saying that this campaign would not have had the impact it has without the support from Government, AHDB and a number of Dairy UK members. What’s been a real boost is that other industry partners, including RABDF, Trewithen Dairy and Kite have also loved the campaign and joined as funding partners. This shows how keen the industry is to back something so positive for consumers.
“We’re delighted to say that the first half of the campaign has already brought us some excellent results, and we’ll be building on these in the second half of the campaign with our TV ad and our media partnership.”
Paul Flanagan, AHDB dairy strategy director said: “We’re delighted with the initial results from the campaign and to play our part as an industry to support people’s mental health during the lockdown.
“In the coming weeks, consumers will also see PR activity, in-store promotion in supermarkets and for the first time in over 20 years, a national TV advert at the beginning of July.”