01 July 2010Make Mine Milk
Today sees world-renowned Michelin-starred chef Gordon Ramsay and pop’s new princess Pixie Lott launch a major, multi-million pound campaign to promote the benefits of low-fat milk to teenagers and families across the country.
The colourful cook and chart-topping songstresswill be sporting iconic milk moustaches to front the ‘Make Mine Milk’ campaign, demonstrating that milk is this season’s ‘must have’ fridge-filler. The launch sees advertisements featuring Gordon and Pixie splashed across supersize poster sites around the country, and on thousands of buses all over Britain. Of course, milk is no stranger to celebrity – the duo will be following in the impressive footsteps of the likes of Beyoncé Knowles and Hugh Jackman, who have taken part in the US ‘Got Milk?’ campaign and Andy Murray and Nell McAndrew who starred in the Scottish ‘White Stuff’ campaign.
Legendary chef Gordon Ramsay is leaving other people’s kitchen nightmares behind to bring the message about milk to families, while Pixie Lott is taking time out from rehearsals for her forthcoming tour with Rihanna to bring the message about milk to all her young fans. Together, they are hoping that this high profile campaign will show the British public that the White Stuff is low in fat and high in cool, as well as making milk a centre piece on every British dining table.
Gordon said:
“There is a lot of love for milk in this country, but people often assume that it’s only good for kids who need a bit of calcium. The truth is that milk, especially low-fat milk, is fantastically good for you, me, and everyone, anytime – it’s fresh, it’s fun, and I bloody love it!”
Pixie said:
“The ‘Got Milk?’ campaign in the US is huge, and I’m really thrilled to be launching a similar campaign in Britain. It’s a great opportunity to get people thinking about something everyone just takes for granted. Milk is so much more than the stuff you put on your cereal. Forget the latest energy drink; milk is low in fat and full of stuff that’s great for you. What more could a girl want?”
The ‘Make Mine Milk’ campaign in Britain aims to wake the nation up to all that’s great about milk, reminding people that low-fat milk contains less than 2% fat, and being nutrient-dense, it’s also extremely healthy. Following on from the high profile ‘White Stuff’ campaign in Scotland, which sparked an impressive 3.4% increase in milk sales, the British campaign is financed with aid from the European Commission and aims to encourage and bolster the whole of the dairy industry, which has united to deliver its message with all the style of celebrity.
To find out more about ‘Make Mine Milk’, check out the campaign website at www.makeminemilk.co.uk, Plus, click over to the ‘Make Mine Milk’ Facebook group, and see how you scrub up with a ‘milk tash’ of your very own...
-ENDS-
Notes to editors
· For more information, please contact:
- Rebecca Sare on 020 7612 8832 or at rebecca.sare@kindredagency.com
- Sam Holl on 020 7612 8837 or at sam.holl@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 the very young 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:
§ 0.1% fat (skimmed milk)
§ 1% milk
§ 0.75% 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 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 has been commissioned by the dairy industry's Milk Marketing Forum. Of the £7.5m total spend for the campaign, a third comes from European Commission funding.
· 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.
