Earlier this year some dairy farmers took an unexpected hit when the Coronavirus pandemic closed big parts of the economy and quickly vast quantities of milk, around 2m litres a day usually destined for coffee shops, pubs and cafes, didn’t have a home.
In this podcast John Bates takes a look at how the industry got together and a £1m marketing campaign was whipped up in quick time. The first national TV adverts appeared in 20 years and £100k was raised to support mental health work.
The so-called Milk Your Moments campaign ran from May for 12 weeks, funded with money from AHDB, Dairy UK, Defra, the Scottish, Welsh and Northern Ireland governments. Hear the story from Judith Bryans CEO Dairy UK, AHDB’s Paul Flannagan, Rebecca Miah and Susie Stannard about how some impressive results followed.
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