A UK dairy campaign has already reached over 60 million people in lockdown – across national press and social media – since it was launched in mid-May.

The 12-week campaign 'Milk Your Moments' was launched as part of a joint initiative to help boost demand for dairy production, after it took a substantial hit with the closure of cafes and restaurants as a result of Covid-19.

The campaign is highlighting everyday moments of human connection which are especially important during this time – such as having a tea or coffee break virtually with friends – as well as raising money for the UK’s leading mental health charities Mind, SAMH and Inspire.

The promotional campaign has been seen by 29.5 million people in the national press and 33 million across Facebook, Instagram and Twitter in the past month. A further 2.6 million have received geo-targeted social media adverts when they are close to supermarkets and convenience stores.

AHDB dairy strategy director, Paul Flanagan said: “We’re delighted with the initial results from the campaign and to play our part as an industry to support people’s mental health during the lockdown.

“In the coming weeks, consumers will also see PR activity, in-store promotion in supermarkets and for the first time in over 20 years, a national TV advert at the beginning of July.”

The dairy campaign has £1 million behind it – funded jointly by AHDB, Dairy UK, Defra, the Scottish Government, the Welsh Government and the Northern Ireland Executive.

Chief Executive of Dairy UK, Dr Judith Bryans, said: “The campaign is a great example of industry and Government working together to achieve a common goal, and it’s been thrilling to see the campaign off to such a fantastic start.

“It goes without saying that this campaign would not have had the impact it has without the support from Government, AHDB and a number of Dairy UK members. What’s been a real boost is that other industry partners, including RABDF, Trewithen Dairy and Kite have also loved the campaign and joined as funding partners. This shows how keen the industry is to back something so positive for consumers,” she continued.

“We’re delighted to say that the first half of the campaign has already brought us some excellent results, and we’ll be building on these in the second half of the campaign with our TV ad and our media partnership.”

Dairy workers, farmers, brands and consumers have all been showing their support for the campaign by sharing images of on social media using the #milkyourmoments.

Over the next few weeks, the campaign will encourage the public to share their favourite photo from 2019 and tagging friends to suggest a virtual ‘cuppa’.

Find out more about the campaign at ahdb.org.uk/milk-your-moments or visit the Dairy Marketing forum webpage dairyuk.org/milk-your-moments/