European milk marketing campaign gains EU funding

The European Milk Forum chairman, Laurent Damiens has said he is “delighted” that ‘Milk, A Force of Nature’, a new three-year pan-European marketing campaign promoting the nutritional benefits and consumption of milk and dairy has been approved for EU co-funding. The budget will be €16,000 for the next three years. It will begin in April 2013 and in seven EU countries, including Austria, Belgium, Denmark, France, Ireland, Northern Ireland and the Netherlands. The plan will includ a series of ‘inspirational’ activities including a television campaign, magazine coverage, bannering on selected websites, an ambient stunt to generate free publicity at its luanch and a viral campaign. It will be accompanied by educational activities such as a website with the benefits of milk and an education magazine campaign.

Additionally, health care professionals will also be provided with information to share with consumers.