Milk campaign builds momentum

Our Milk Every Moment campaign has really come to life over the last few months and is starting to make an impact with young students involved in sports. Marketing Manager, Caitlin Cannon, tells us more.

I’ve been excitedly watching our campaign in partnership with British Universities and Colleges Sport (BUCS) starting to build. The response so far has been fantastic, having engaged 800,000 young people to date and beginning to see students sharing their own stories about how milk fits with their active lifestyles.

By December, our digital reach had exceeded expectations, with over 5.2 million impressions and 3.9 million video views. A mix of fun and educational content that resonates with young people has worked best.

Events have given the campaign a huge boost. At the Short Course Swimming in November, over 1,500 students joined in on the fun. From challenges like “Split the M” to giveaways and mini-mic interviews, it was wonderful to see students engage with our messages so enthusiastically. December’s table tennis and squash events brought even more creative interactions, like “Milk Pong” and “Quick Fire Buzzer Questions”.

Our new student activators were front and centre, connecting with fellow students and capturing incredible content. Their energy, creativity, and ability to communicate our campaign’s goals have been key to our success. They’re not just behind the camera; they’re out there driving the excitement and making every moment count.

The interim survey results have been equally encouraging. Among students, 88% reported drinking milk, with 75.9% citing taste as a top reason and 73% agreeing that milk provides a range of vitamins and minerals. In addition, over 90% agree that milk can form part of a healthy, balanced diet and over 75% already recognise the value that milk can have in supporting their sporting performance – a figure we look to increase throughout our partnership by communicating the nutritional benefits of milk to this audience.

Looking ahead, there’s so much more to come next term. We’ll keep the momentum going with fresh content, engaging events and by leveraging the incredible potential of our student activators. The journey continues, and I can’t wait to see how we’ll inspire even more young people to #MilkEveryMoment.