Milk steals the show at Big Wednesday

Our Milk Every Moment campaign took centre stage at Loughborough University’s recent BUCS Big Wednesday – one of the most highly anticipated events in the British Universities and Colleges Sport (BUCS) calendar.

With over 5,500 students in attendance and 18 different sports on display, the event provided a golden opportunity to remind young athletes and future consumers about the benefits of milk.

As we continue to champion the role of milk in a balanced diet, Milk Every Moment is proving invaluable in building awareness and securing long-term demand for British dairy.

What is Milk Every Moment?

The Milk Every Moment campaign is part of a partnership between AHDB and BUCS, designed to highlight milk’s role in sports nutrition and everyday health. By engaging directly with student athletes, the campaign aims to reinforce milk’s value as a natural, nutritious and accessible choice that supports active lifestyles.

Boosting milk’s profile among young athletes

Over 3,000 cartons of milk were handed out during the event, ensuring students stayed refreshed while highlighting milk’s nutritional value. The Milk Every Moment campaign team kept students engaged with fun, interactive challenges, including ‘Milk Pong’ and ‘Split the M’ – a creative twist on the classic ‘Split the G’.

Adding even more excitement to the event, the campaign’s beloved mascot, Moovit, stole the show once again. With every interaction, Moovit helped drive home the message that milk is not just for breakfast – it’s a powerful beverage for both athletic performance and everyday nutrition.

A win for dairy farmers

For British dairy farmers, initiatives like Milk Every Moment are crucial. By actively promoting milk to young consumers, the campaign is helping to secure a sustainable future for dairy, reinforcing its benefits, and fostering a new generation of milk drinkers.

Events like BUCS Big Wednesday allow the industry to engage directly with students – many of whom will soon be making their own household shopping decisions.

With even more events on the horizon, our Milk Every Moment campaign will continue championing milk’s vital role in sports nutrition and everyday health to university students.