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Stackyard News Jan 06

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Milk advertising back on the small screen

Five of Scotland's leading dairies, in conjunction with the Milk Development Council have come together to bring milk advertising in Scotland back to the small screen after a 13 year absence.

The ads, which feature a whole host of children, teenagers and adults talking about life in general and featuring milk as part of the story, is the first specific Scottish execution since 1993 on the small screen for 'The White Stuff', which has seen a 5% increase in sales of low fat milk in Scotland (source TNS) on the back of a high profile poster campaign featuring a whole host of celebrities sporting a milk moustache.

The ads, which are funded by the five dairies behind 'The White Stuff Milk Moustache' campaign Mitchell's Dairies, Graham's Dairies, Arla Foods Ltd, First Milk and Robert Wiseman Dairies and The Milk Development Council, mark a welcome return for the targeted milk advertising in Scotland, and will appear alongside a 3 million euro poster and point of sale campaign to promote the benefits of milk to Scots, which has been funded by the partners and the EU.

The new campaign, which hits TV screens this week, follows in the footsteps of a whole host of iconic milk ads. Simple Minds provided the soundtrack for Scotland's last campaign 'Don't you forget about me' while across the UK, adverts have ranged from a cartoon version of Rolf Harris promoting the benefits of milk under 'The White Stuff. Are you Made of It' banner, 'Drink a Pinta Milk a Day' and the 'Gotta Lotta Bottle' ads of the 1980's.

A spokesperson for the Scottish Dairy Marketing Company commented; “Bringing the generic marketing of milk back to TV screens is fantastic.

“Milk has produced some great ads in the past and I am sure that this new campaign will be another classic.

“TV is a key medium for communicating with consumers, and through the launch of the ads and the continuation of the poster campaign, we can bring big brand values to milk, which is crucial if we are to help support increased interest in milk not only as a so-called commodity product but also as a beverage.”

As well as the TV advertising, 'The White Stuff Milk Moustache' poster campaign will return to bus stops and poster sites across Scotland in February with more high profile names promised to help publicise the 'milk message'. Supermarkets and independent retailers will soon also be given the chance to get branded point of sale material following in the success of the Nell McAndrew and Mr Bean branded shelf wobblers, posters and stickers.

The spokesperson continued; “Its fantastic that we have so many forms of media now open to us to help promote milk to Scots.

“Through TV, posters and point of sale we can help stimulate new found interest in the product, which can only be beneficial to the industry as a whole, and we are looking forward to entering this new phase of the campaign.”

Viewers can see the new 'Milk. The White Stuff' TV campaign on STV, Grampian, Channel 4, Channel 5 and GMTV.

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