Agencies have been contacted to pitch creative work through the Crown Commercial Service. Dairy UK, the trade body for the British dairy supply chain, and AHDB Dairy, which represents UK dairy farmers, are involved.
The dairy industry has a history of high-profile ad campaigns including the Milk Marketing Board’s "Accrington Stanley" spot in the 1980s and the "Got milk?" ads by The Milk Processor Education Program in the US.
Dairy UK chief executive Judith Bryans said they were "looking into running a campaign… to highlight our industry-wide desire to promote the underlying integrity of dairy foods".