Agencies line up for three-year contract at the Dairy Council

The Dairy Council has shortlisted four agencies to pitch for a three-year advertising contract to promote the benefits of milk to 15- to 19-year-old girls.

It is not known if BMP DDB, responsible for the Dairy Council's "The White Stuff" campaign, is participating in the pitch.

The initiative is to be funded by the European Community and the Milk Development Council. Until now, the advertising was funded by milk processors, and the new arrangement is expected to see UK budgets reduced.

Last year, the Dairy Council won funding from the European Community and British farmers to manage a print advertising campaign promoting the health benefits of milk to parents aged 20 to 40 years old.

The campaign, by BMP, ran from April through to September this year in national newspapers, TV listings titles and lifestyle publications.

One execution featured the Commonwealth Games gold medallist Graham Beasely in his boxer shorts with the slogan "see the inner man".

A skeleton appears on the next page with the strapline "nice bone structure" and a nutritional message on the contribution of milk to the recommended daily intake of calcium.

Two other ads, "fork" and "arm", explained how the calcium in milk helps teeth and bones. The strapline runs: "The white stuff, are you made of it?"

An online campaign through BMP's digital sister agency Tribal DDB will use rich-media advertising on high-traffic websites including MSN UK and football. One creative execution uses a skeleton walking across the web page.

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