Connecting milk to medal-winning performance

Our recent Milk Every Golden Moment campaign was a resounding success, and we're thrilled with the results.

We secured 11 pieces of press coverage, reaching a combined circulation of over 67 million. This included seven national features in major outlets such as Metro, Daily Express, Daily Mirror, The Sun, and Daily Star.

Our efforts also paid off in the broadcast realm, with our campaign being featured on BBC Radio London, reaching nearly 900,000 listeners.

On social media, our impact was equally impressive. Our content was viewed 13 million times by over 2 million people.

The 'Over a pint' series alone generated 5.8 million impressions, demonstrating the power of our message.

Engagement was strong, with over 1 million interactions across our campaign content. The "Moving Tableau" video was particularly successful, being played over 1m times and achieving a remarkable 76% engagement rate among our target audience.

We collaborated with former Olympic Gold-medallist Christine Ohuruogu MBE to launch this campaign.

We wanted to highlight the connection between drinking British milk and achieving a gold-medal-winning performance. Our goal was to raise awareness of dairy’s crucial role in supporting people’s health and fitness goals, especially for athletes.

Christine was joined by four potential Team GB gold prospects who have competed in British Universities and College Sports (BUCS) competitions – rower Vwairé Obukohwo, para-swimmer Faye Rogers and volleyball duo Javier and Joaquin Bello.

To dramatise this message, we painted the five athletes in gold, symbolising the link between British milk and peak athletic performance.

We supported this with commissioned research that showed many Brits prefer milk over artificial supplements to support their health and fitness goals.

Through a strategic program of social media activity across Let’s Eat Balanced and the athletes own channels, we successfully spread our message and deeply engaged our audience, reinforcing the benefits of milk in supporting health and athletic achievement.