Dairy: Consumer marketing and reputation

Your levy funds regular activity to shift consumer attitudes, challenge misinformation in the media and educate schoolchildren.

Consumer Marketing

We Eat Balanced 

Our We Eat Balanced campaign aims to present the facts and bust the myths around food and farming from the UK and promote how meat and dairy from our shores plays a role in a balanced and sustainable diet.

The £3.5 million campaign returned in January 2022 with a new TV advert, a revamped website as well as advertising in supermarkets, on social media and video on demand services, reaching 90% of UK adults.

The results of the pilot campaign, which ran in January 2021, showed:

• Fewer people intended to cut back on dairy (dropping by 13%pts)
• More shoppers are reassured about dairy nutrition (up by 9%pts)
• More people intended to buy dairy (up by 3%pts)
• More people believed dairy is produced naturally (up by 4%pts)

Find out more about the We Eat Balanced campaign

Milk Your Moments 

A £1m dairy industry marketing campaign funded by AHDB, Dairy UK, Defra, Scottish Government, the Welsh Government and the Northern Ireland Executive to address the fall in milk sales due to the closure of foodservice caused by the coronavirus outbreak. This delivered:

• £6.6M (11.2 million litres) of incremental sales of fresh milk delivered by the campaign
• 212,000 people buying liquid milk who would not have purchased it otherwise
• 15% of the target audience are less likely to switch to dairy alternatives

Find out more about the Milk Your Moments campaign

Department for Dairy Related Scrumptious Affairs 

Reminded people of their love of dairy focusing on taste, enjoyment and the moments that make life better. Partnered with Dairy UK and ran between 2017 and 2020 to help deliver:

• 11% more young parents are certain to buy dairy products
• 8% fall in the number of people cutting their dairy consumption now or in the future along with an 11% reduction in intentions to consume plant-based substitutes

Find out more about the Department for Dairy Related Scrumptious Affairs

Challenging Misinformation

Education

Our partnership with the British Nutrition Foundation delivers Food – a fact of life, an online resource and training programme for teachers, and in 2020;

• 459,609 educators downloaded nearly 1.4 million free resources and recipes from the website to increase children’s understanding of where and how their food is grown, reared and produced.