The campaign created a spoof organisation – The Department of Dairy Related Scrumptious Affairs – to target millennials and young parents who might not understand “the values of dairy and how it fits with their lives”.
Through a series of videos on social media and on-demand TV, together with a series of billboard posters across busy areas of the country, the campaign created 19m interactions on social media and reach 14m people through advertising.
Less likely to cut dairy
Initial research conducted after the promotional activity in February and March found that 8% of the target audience were less likely to cut down their dairy intake, while 11% were less likely to replace dairy with alternatives.
Dairy UK and AHDB Dairy said the positive findings have led the organisations to commit a further £1.2m to the campaign for another year.
Dairy UK chief executive Judith Bryans 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’s fantastic to see so many engage with and enjoy our campaign and remember what it is that they love about dairy.”
Farmers promoted the campaign locally by ordering branded posters, banners, re-useable coffee cups and car stickers to use on-farm and at local events.
Rebecca Miah, AHDB head of crops and dairy marketing, added: “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.
“This 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”.