Milk campaign reaches millions

Our Summer of Sport consumer marketing activity has achieved outstanding results, keeping British milk visible and relevant for young athletes.

The social-media-led MilkGoals campaign, which highlighted the nutritional role of British milk for women in football during the Euros, reached 7 million people, with posts seen 17 million times.

Fronted by 2022 Euro champion and proud Lioness Nikita Parris, her hero video alone reached 3.5 million people, inspiring young athletes across the country.

Building on this success, we promoted additional social content to coincide with the Women’s Rugby World Cup.

Collaborating with dairy farmer Jack Allwood and the University of Liverpool Women’s Rugby 1st team, the content highlighted milk’s high-quality protein and naturally occurring vitamin B12.

This burst reached 6.3 million people, with 13 million video views, demonstrating how milk supports training and sporting performance, and reinforcing its role as part of a balanced healthy diet for young athletes.

For dairy farmers, these campaigns show the everyday value your milk delivers.

By keeping milk credible and visible among young, active consumers, we ensure it remains a trusted, affordable and nutritious choice that supports sporting journeys.