Make Mine Milk garners awards

The achievements of the ‘make mine Milk’ campaign were recognised, as the winner of the Best Social Media Campaign and the Best Dairy Drink Campaign categories at the Dairy Innovation and Elopak Dairy Marketing Awards 2012. The campaign – which incorporates advertising, PR, digital, social media and retail activity – was also a runner-up in the Best Dairy Marketing Campaign category. The judging panel was particularly impressed with the impact that the ‘make mine Milk’ campaign is having amongst consumers in Great Britain.

Milk Marketing Forum Chairman, Sandy Wilkie, who collected the awards in Oslo, says: “It is fantastic to see the achievements of ‘make mine Milk’ being recognised on an international stage. Winning these awards is testament to the fact that the campaign is really making a difference – we’ve seen a shift in consumer attitudes since the campaign launched in April 2010, and volume sales are increasing. After a long period of decline, consumers are turning to milk once more.”

These awards mark the second time the ‘make mine Milk’ campaign’s social media work has been recognised. In August 2011, the campaign was awarded Best Social Media Campaign and Best Use of Facebook at The Some Comms Awards 2011, which celebrate the best of UK social media projects.

The ‘make mine Milk’ campaign has also contributed to a rise in volume sales of +1.2% between 2010 and 2011, generated a rise in milk consumption of +3% among British teenage girls (a priority audience for the campaign) between 2010 and 2011* and increased the amount of young people happy to be seen drinking/using milk by +14%, according to the campaign.

At present, the campaign is set to come to an end in October 2012 unless additional funding can be secured.