Milk Every Moment scores big in its first year

Forget what you thought you knew about recovery drinks, because milk is officially the O.G sports drink and the Milk Every Moment campaign is serving up some impressive results. This campaign is vibrant, engaging, and geared to its Gen Z audience.

We teamed up with British Universities & Colleges Sport (BUCS) for a three-year partnership and Milk Every Moment has smashed its first-year goals.

Results show over 16 million digital impressions, reaching about 8.9 million individuals, and sparking more than 248,000 engagements across TikTok and Instagram.

The result? University students and wider Gen Z are starting to see milk not just as a fridge essential, but as an excellent source of protein and crucial part of their active lifestyle.

Milk Every Moment has featured at seven in-person events so far, giving the opportunity to curate digital content with BUCS’ student ambassadors.

Students got involved in games like ‘Milk Pong’ and ‘Catch a Cow’ for social content creation, bringing playful energy and serious visibility to the brand, all while hammering home the message: milk is a natural, affordable, and nutritious drink, which includes protein, calcium, and Vitamin B12.

And it's working! Follow-up surveys reveal that three out of four student athletes now recognise that milk can support their sporting performance – a fantastic start to the campaign's aim.

The Milk Every Moment campaign highlights the numerous benefits of milk to young students engaged in sports. BUCS operates across 165 universities and colleges, engaging over 500,000 people, including student-athletes and sports fans.

Milk Every Moment will continue to be visible at BUCS events across university, but if you're curious to know more, please head over to ahdb.org.uk/milk-every-moment