Wholesome affairs in the UK
The Dairy Market Development Forum, made up of Dairy UK and AHDB, has launched a campaign to remind people of their love of dairy. The humorous campaign seeks to shift attitudes over time and reinforce the positive values dairy brings to day-to-day life. It will begin on social media and will develop on to outdoor and digital advertising. This is a whole industry campaign and the Dairy Market Development Forum will be encouraging everyone to get involved.
This follows the most extensive research into consumer attitudes in over a decade which looked at the demographics of consumers and why they are or are not choosing dairy.
The main driver is that while 63% of people declare loving the taste of dairy, the category is being forgotten, with 56% of people not thinking about the products they are consuming day to day at all. Dairy has a great story to tell, on taste, diversity and nutrition, the campaign seeks to remind people to value that quiet, essential part of their diet that is a staple in the majority of the countries’ fridges.
The campaign will focus on a younger audience, this is the group who don’t fully understand the values of dairy and how it fits with their lives – the new faster paced way of cooking and convenience. One of the focus areas is “Hidden Dairy”, what makes a latte great? Why is that granola and yoghurt so tasty? Dairy brings a little bit of wholesomeness into our lives and it’s time to shout about it.
This is where the newly created ‘Department of Dairy Related Wholesome Affairs’ will target its activity, spreading emotive taste messages while reiterating the nutritional value of dairy.
To aid in its mission, the Department is recruiting six wholesome and passionate dairy-lovers. The main social outlets for the campaign will be Facebook and Instagram. Materials are being developed. If you’d like to sign up for these please email Dairy.Comms@ahdb.org.uk