THE FIRST dairy TV advert in 20 years is to be aired this week as part of the 12-week Milk Your Moments campaign.

Taking a trip back in time, the new advert showcases a selection of iconic milk adverts which have been seen on our screens in years gone by.

Airing this Wednesday, July 1, for two weeks, it hopes to capture the journey consumers have been on over the past 70 years with dairy as a key part of those pivotal social moments.

Bringing us back to the present and navigating a new norm with lockdown, the dairy industry has played its part in keeping us connected with loved ones, whether that's via a cup of tea or coffee over zoom, delivering a pint of milk to a neighbour or a virtual pizza party to stay in touch with friends.

After two decade hiatus from television advertising, dairy is back with a bang with plans to run between shows such as Emmerdale, Saturday Morning with James Martin, Sunday Brunch, and Bake off: The Professionals – all of which attract high audience figures.

The advert is part of the £1 million joint-funded dairy marketing campaign launched by AHDB, Dairy UK, Defra, Scottish Government, the Welsh Government and the Northern Ireland Executive to deal with the impact of coronavirus.

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

AHDB strategy director for dairy, Paul Flanagan, said: “We are delighted to be part of the dairy industry’s first TV advert in 20 years. Our farmers have really got behind the campaign across social media and they are now counting down the days to seeing us back on TV.

“These last few months have been really challenging for the dairy sector and the £1m dairy marketing campaign has played a big role in helping to promote the sector and reminding consumers of the important role dairy plays in our lives.”

Dairy UK chief executive Dr Judith Bryans added: “The iconic dairy ads of the past have given us some pretty big shoes to fill, but this is the perfect time for us to be back reminding our consumers that we have always been and will continue to be a part of their special moments of connection, even in these uncertain times.

“Circumstances notwithstanding, it’s great to be back on live TV again and to have the chance to reach out to so many people with our messages, and to let them know we’re still here providing them with the great tasting, nutritious products they love.”

The Milk Your Moments campaign was led by the dairy industry in partnership with UK government to support Mind, the mental health charity who launched an emergency appeal to ensure that no one has to face a mental health crisis alone during this unprecedented time.

On social media, consumers are prompted to share their own moments of connection, and to visit milkyourmoments.co.ukwhere visitors receive an inspirational moment of connection to make a real-world connection while being physically apart.

The new TV advert will air for 14 days and can be viewed here: https://youtu.be/vCVZb_OcRK4