Pixie Lott and Gordon Ramsay front new milk campaign

LONDON - Pixie Lott and Gordon Ramsay are fronting the biggest campaign to encourage people to drink milk since the famous 'Accrington Stanley' ads of the 80s and the 'White Stuff' campaign at the beginning of the last decade.

Pixie Lott: appears in new Milk Marketing Forum ad campaign
Pixie Lott: appears in new Milk Marketing Forum ad campaign

Run by the Milk Marketing Forum of trade body Dairy UK, the nationwide outdoor campaign is one-third financed by the European Commission.

The activity follows the appointment of Kindred in September, when the agency was briefed with creating an ad campaign worth £7.5m over three years.

The initiative aims to turn around declining sales of milk. Figures show there has been a 1% decline in milk consumption each year between 2001 and 2008, down from 1,689 ml per person per week, to 1,555 ml.

The ad shows Ramsay, the celebrity chef, and Lott, the singer, with milk moustaches, and the strapline: ‘Make mine milk'. Other celebrities will be used in further outdoor campaigns, but these have yet to be announced.

In 2000 the Dairy Council launched 'The White Stuff' campaign spanning TV, radio, on pack and on milk trucks through funding from farmers and. It featured the voices of Chris Eubank, Rolf Harris, Prince Naseem Hamed and the late George Best.

Milk was deregulated in 1994 following on from the "Whole lotta bottle" and "Accrington Stanley" campaigns of the 1980s.

The UK activity follows milk promotions in the US, which featured singer Beyonce Knowles and actor Hugh Jackman, and the strapline ‘Got milk?'.

In Scotland a milk ad starring tennis player Andy Murray and model Nell McAndrew using the strapline ‘White stuff' has been credited with a 3.4% rise in milk sales.

In February, John Ayling & Associates was appointed to handle the UK media planning and buying account for the Milk Marketing Forum, following a pitch against undisclosed agencies.

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