Our Milk Every Moment campaign in action

Since we launched Milk Every Moment in July, the campaign has been gaining momentum. I’m excited to share how things are progressing with our partners, British Universities and Colleges Sport (BUCS). Together, we’re working to highlight the benefits of milk to young students involved in sports. We want to help them understand how milk can support their health and fitness goals.

One of the most exciting developments is our title sponsorship of the newly renamed BUCS Super Rugby Milk Championships.

The BUCS Super Rugby season kicked off with the first women’s game on 13 September, and the men’s on 25 September.

Our support has helped establish this new platform for top-level women’s sports and has brought increased parity to the female game.

We’re making sure that Milk Every Moment messaging is front and centre, with coverage going out through live stream commentary, helping us reach rugby fans across the UK.

We’re also thrilled that BUCS is recruiting a team of student activators (or student ambassadors). These students will support the campaign by creating engaging social media content and interacting with fellow students at BUCS events.

They’ll be on the ground, handing out samples, quizzing people about milk and coming up with creative ideas to spread the message.

By 25 October, we’ll have this social-savvy team in place, and they’ll start their activities in November, bringing fresh Gen Z energy to the campaign.

In November, we’ll see our event branding in full action for the first time at the Swimming & Para-Swimming Short Course Championships on 15–17 November. This will be a key moment for the campaign, allowing us to engage with students and promote the benefits of milk.

Following this, the Squash and Table Tennis Championships at the end of November will be another fantastic platform for us to reach a large audience.

I’m also excited about our upcoming collaboration with Jack Allwood, a young dairy farmer from Huntington Hall Farm in Chester and founder of Mootrition – a milk bar brand that promotes the nutritional benefits of milk.

Jack will be visiting a university soon to engage with rugby students about the power of milk. We’ll also be filming some fun, engaging content to share with Gen Z and a wider consumer audience on social media. His energy and enthusiasm will help bring this campaign to life.

As you can see, there’s so much happening right now. The aim is to show young people how milk plays an important role in a healthy, balanced diet.

The journey is just getting started, and I’m eager to see how the Milk Every Moment campaign continues to evolve.