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UK Dairy
and the Agriculture And Horticulture Development Board (AHDB) have put £1.2
down on an updated version of last year’s dairy advertising campaign – designed to target millennials and
combat the vegan message.

Campaign

The money
has been given to The Department Of Dairy Related Scrumptious Affairs to
provide a ‘refined and updated’ version of an existing pro-dairy campaign developed by the organization.

The second instalment
of last year’s campaign, which was the first of its kind since 2013, is forecasted
to launch in October.

Targeted
audience

Attitudinal
research after the first campaign reportedly showed that 8% of participants were less likely
to reduce dairy intake, and 8% were less likely to replace dairy products with
alternatives.

UK Dairy
CEO Judith Bryans credits the change in attitude to a ‘move away from
traditional media’
designed for the target audience.

She also
said that there plans in the works to target the UK’s generation Z next – who, according
to recent research,
drink 550 percent more vegan milk than their older counterparts.

Emily Court

Emily Court is a writer and content creator published in Plant Based News, Raise Vegan, Living Vegan and The Financial Diet. A self-described "recovering vegan hothead," she is now a pragmatic member of Vancouver's vibrant and growing plant-powered community. Hailing from Halifax, Nova Scotia, she holds a BA in Spanish and certificate in Intercultural Communication from Dalhousie University, where her thesis focused on topics of cultural and gender-based discrimination....