Milk Every Moment steps up student engagement

Our Milk Every Moment campaign is taking a fresh approach to its university engagement this year, with more student ambassadors and a wider presence at BUCS sporting events across the UK.

The campaign, which promotes milk’s nutritional benefits to young adults, kicked off the new university year at the University of Reading on 22 October and Manchester on 5 November.

These were the first in a series of events throughout the BUCS season to raise awareness of how milk supports sporting performance to 500,000 people across 165 universities and colleges.

For 2025, we’re trialling appearances at local BUCS events alongside major fixtures such as BUCS Nationals, BIG Wednesday, and the Super Rugby Milk Championship.

The change aims to strengthen engagement with students by creating more regular, on-campus opportunities to promote milk in a fun and interactive way and capturing them on video to share via social media.

To help deliver this, the campaign has expanded its team of student ambassadors, who play a key role in bringing the milk message to life.

These ambassadors promote milk’s role in sport and nutrition, encourage participation in activities and capture digital content to share across BUCS’ social media channels.

At the Reading and Manchester events, the ambassadors created short, engaging videos highlighting milk’s benefits for energy, recovery and strength.

This content helps us connect with active young people, as in our first year alone, we generated over 16 million digital impressions and reached around 8.9 million individuals.

Students took part in light-hearted challenges such as the Hercules Hold, a test of endurance and dairy knowledge, and competed in quick-fire milk quizzes.

The Milk Every Moment photo frame encouraged participants to share content on social media, while our mascot, Moovit, drew crowds and added to the atmosphere.

Giveaways, including protein shakers, scrunchies, and keyrings, helped increase visibility and participation, with students also completing surveys to share their views and experiences.

By engaging with the next generation of consumers in a relevant and relatable way, the campaign is helping to strengthen the connection between dairy and sport, ensuring milk remains part of young people’s everyday choices both on and off the field.