Our new milk-focused marketing campaign, Milk Every Moment, will empower the next generation by creating a positive association between milk consumption and sporting performance within the university and college community.

At the start of the year, we carried out pilot activity with British Universities and Colleges Sport (BUCS) to test messages, identify effective digital platforms, understand student attitudes towards dairy milk and refine our approach before the launch of Milk Every Moment.

In collaboration with BUCS, the campaign is designed to highlight the numerous benefits of milk to young students involved in sports.

The Milk Every Moment campaign will feature on BUCS's:

• Instagram
• TikTok
• Emails
• Microsite
• In-person events

The BUCS Rugby Union National Championships will now be known as The Milk Cup.

Our partnership with BUCS, the national governing body for higher education sports in the UK, is crucial for reaching university students and Gen Z (those aged 18–25).

BUCS operates across 165 universities and colleges, engaging over 500,000 people, including student-athletes and sports fans.

This age group is beginning to make independent dietary choices and is often exposed to misinformation regarding the nutritional value of dairy milk.

Milk Every Moment seeks to dispel myths by providing evidence-based information about milk’s benefits, such as its high protein content, and encourages its inclusion in their daily diets.

By providing them with information on the role milk can play in a healthy, balanced diet, the partnership aims to reintroduce these young consumers to the natural goodness of milk with relevant, interesting and entertaining content.

Milk Every Moment positions milk as a timeless staple in the fridge – not just as a beverage but a nutritional powerhouse.

The campaign underscores milk’s affordability and the fact it is a natural source of seven essential vitamins and minerals (vitamins B2, B5, B12, calcium, iodine, potassium and phosphorus), aiming to capture market share from high-sugar energy drinks and milk alternatives.

Other key messages will be to highlight milk as a natural source of high-quality protein, which supports muscle growth and maintenance, and its rich calcium content, which helps maintain normal bones.

These benefits make milk an excellent choice for helping to fuel athletic performance.