21 July 2010A-Team and R&B megastar Usher in new milk campaign

R&B legend Usher and the stars of this summer’s hottest blockbuster movie, The A-Team, have joined forces to sing the praises of low fat British milk. Following in the footsteps of Gordon Ramsay and Pixie Lott, the chart-topping artist and the four ‘soldiers of fortune’ will be sporting iconic milk moustaches to front Make Mine Milk, the multi-million-pound campaign to promote the benefits of low fat milk to teenagers and families across the country. Hot on the heels of his recent UK number one single, Usher is taking a break from the studio to spread the word to his young British fans that low fat milk can help keep them healthy. Usher said: “Milk is music food for sure. It keeps me fresh when I’m recording and helps give me the energy to perform night after night when I’m on tour. You need to look after yourself if you want to stay at number one, so my message to my British fans is: eat right, exercise well and grab a glass of low fat milk to keep you cool.” Meanwhile, The A-Team actors – including screen icon Liam Neeson (who plays Hannibal) and the world’s hottest new pin-up Bradley Cooper (who plays Face) – have accepted their next mission to show the British public just how healthy low fat milk is.  Quinton ‘Rampage’ Jackson (B.A. Baracus) and Sharlto Copley (Murdoch) complete the milk tashed quartet. The Make Mine Milk campaign aims to wake the nation up to all that’s great about milk, reminding people that most milk contains less than 2% fat, and as it is nutrient-dense, low fat milk is also extremely healthy. Brits have been going mad for milk again since the campaign kicked off in April 2010, with hundreds of people grabbing their own white tashes from the Make Mine Milk website and Facebook page. And it’s not just people tashing themselves – photos have been uploaded of everything from household pets to Big Ben.From today, advertisements featuring Usher and The A-Team foursome will go up on supersize poster sites and on thousands of buses across England, Scotland and Wales, advocating the benefits of low fat milk.

 

To find out more about Make Mine Milk, check out the campaign website at www.makeminemilk.co.uk, or join the Facebook community at www.facebook.com/makeminemilk, and see how you scrub up with a milk tash of your very own.

 

 

 

Fans can also keep up to date with news by following Make Mine Milk on Twitter @MakeMineMilk or on YouTube at www.youtube.com/makeminemilkuk 

 

 

 

-ENDS-

 

Notes to editors

 

·         For more information, please contact:

 

Ali McInerney on 020 7612 8873 or at ali.mcinerney@kindredagency.com

 

 

 

·         Milk is a nutrient-dense food which means that it is a healthy addition to any modern diet and is suitable for all members of the family from school kids to the elderly.

 

 

 

·         Low fat varieties of milk have less than 2% fat which can make it a healthy choice in a climate of rising obesity. The low fat varieties of milk are:

 

§         Fat free (skimmed milk)

 

§         1% fat milk

 

§         0.75% fat milk

 

§         1.8% fat (semi-skimmed milk)

 

 

 

·         Milk contains nutrients which are important for bone health including protein and calcium. These nutrients are also important for dental health.

 

 

 

·         The ‘Make Mine Milk’ campaign has been commissioned by Dairy UK’s Milk Marketing Forum. Of the £7.5m total spend for the campaign, a third comes from European Commission funding.

 

 

 

·         The Milk Marketing Forum is a consortium of leading British dairy companies and milk co-operatives with administrative support from Dairy UK, and nutritional advice from The Dairy Council. Its members are Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies.

 

 

 

·         Dairy UK is a trade association that represents the interests of dairy farmers, producer co-ops, milk processors and doorstep deliverymen. For more information visit www.dairyUK.org. 

 

 

 

·         The ‘Make Mine Milk’ campaign will run, initially, for three years in England, Scotland and Wales.

 

 

 

·         The ‘Make Mine Milk’ campaign will be implemented by the London-based integrated agency, Kindred.

 

 

 

‘The White Stuff’ celebrity milk moustache campaign in Scotland was an initiative from the Scottish Dairy Marketing Company with support from the EC. By year ending December 2009, the long term decline in total fresh milk sales had been reversed with a significant increase of +3.4% in sales of milk in Scotland against the base year of year ending March 2003 (Source: Scott Montcrieff – Independent Auditors)