Summer of Sport keeps milk front and centre

Our MilkGoals consumer marketing campaign shone a light on the nutritional benefits of milk for footballers to coincide with the women’s Euros. Now, as part of our wider Summer of Sport activity, our focus shifts to rugby ahead of the Rugby World Cup.

We teamed up with the University of Liverpool’s women’s rugby team to show how milk can support training, recovery and performance in high-intensity sport.

The campaign continues to drive awareness of the role milk plays as part of a healthy, active lifestyle, especially among younger audiences.

This activity builds on the momentum of our existing Let’s Eat Balanced and Milk Every Moment campaigns, which work to secure long-term trust in dairy through evidence-based messaging and relatable, engaging content.

At the University of Liverpool, we brought together players and dairy farmer Jack Allwood (@mootrition_official) to highlight milk’s benefits.

The session, captured in a series of upbeat Instagram posts, focused on how milk’s high-quality protein and naturally occurring vitamin B12 contribute to muscle maintenance and energy release; nutritional qualities that are particularly important for young athletes.

This work is digitally led through our Let’s Eat Balanced social media channels - Instagram and Facebook – with the aim of influencing parents, teens and young adults.

These channels allow us to speak directly to the audiences we most want to influence, showing them how British milk fits into modern, active lives.

Together, this work demonstrates how we continue to deliver value for dairy levy payers by keeping milk relevant, credible and resonant with the consumers of today and tomorrow.