Milk Every Moment builds on first-year success

As students head back to universities and colleges this autumn, our Milk Every Moment marketing campaign is also making its comeback and kicking off its second year of promoting milk as a healthy, nutritious choice* for sporting students.

In partnership with British Universities and Colleges Sport (BUCS), the campaign highlights how milk supports a balanced diet. Together, we’re reaching over 500,000 student athletes and sports fans.

The initiative will once again take centre stage at flagship BUCS sporting events while also trialling smaller, student-focused activities throughout the year.

As title sponsor, Milk Every Moment continues to back BUCS’ top-tier rugby knockout competition, now proudly named the BUCS Super Rugby Milk Championships.

This year, the campaign is expanding its reach with more student ambassadors, growing the team from four to seven.

These ambassadors play a key role in connecting with their peers at events, running light-hearted games such as ‘Milk Pong’ and ‘Catch a Cow’ and generating fresh social content for BUCS’ fast-growing digital channels.

Of course, no event would be complete without Moovit the Cow, the much-loved campaign mascot who brings fun and energy wherever she goes.

Year one set the bar high:

• Over 16 million digital impressions
• 9 million people reached
• Over 248,000 engagements across TikTok and Instagram

The message is cutting through.

Students and the wider Gen Z audience are increasingly recognising milk not only as a fridge staple, but as a valuable source of protein and an important part of an active lifestyle.

The campaign’s impact has been celebrated beyond campus too, scooping two accolades at this year’s Cream Awards, organised by British Dairying:

• The prestigious Cream Awards Cup
• The new Young Influencers Award

*Milk is naturally rich in high-quality protein, which supports muscle growth, as part of a healthy, balanced diet and lifestyle.