BMP to defend Dairy Council task

The National Dairy Council is preparing to review its advertising

account, held by BMP DDB since 1987, as its members vote on whether to

fund a pounds 7 million generic milk marketing campaign.

No shortlist has yet been drawn up, but the body is known to have

contacted at least one other agency. BMP expects to be asked to repitch

for the business.

The agency has created well-regarded work for the Dairy Council,

including the award-winning ’milkman’ ads, which featured dancing milk

bottles, and the ’Ain’t milk brilliant?’ spots, starring Paul

Whitehouse.

The agency review has been sparked by the Dairy Council’s decision to

have its members - dairy farmers - vote on whether they should fund a

generic milk campaign.

The proposed levy is 0.03p per litre of milk. The dairy industry feels

it needs to compete with the big budgets of soft drinks advertisers.

If the farmers agree, the levy will raise pounds 3.5 million annually,

and that sum will be matched by the Dairy Council. A further pounds 1

million is expected from the European Union and supermarkets have also

pledged pounds 2 million worth of in-store promotions. If they vote

’no’, the only funding will be from the EU.

A ’yes’ vote should result in new advertising breaking next spring. If

it is successful, there are plans to extend the campaign to include

other milk products.

The proposal is for a three-year campaign, which will have a pounds 21

million budget from the Dairy Council. However, the effectiveness of the

advertising will be reviewed after 18 months.

The group predicts that every pounds 1 spent on advertising will

generate pounds 5 worth of sales.