The Department of Dairy Related Wholesome Affairs is looking to remind people of their love of dairy, and to recruit those who share its passion.
The Dairy Market Development Forum, made up of Dairy UK and AHDB, has launched its new campaign to help remind people of their "quiet" love of dairy, which includes a humorous video advert.
The humorous campaign seeks to shift attitudes over time and reinforce the positive values dairy brings to day-to-day life.
It will begin on social media and will develop on to outdoor and digital advertising. It has the weight of the whole dairy industry, and the Dairy Market Development Forum is eager to get much of the public involved as possible.
To aid in its campaign, the Department is recruiting six passionate dairy enthusiasts to shout about their love of dairy, including a 'Minister of Milk', 'Director of Hard and Soft Cheese' and 'Head of Butter', amongst others.
This follows the most extensive research into consumer attitudes in over a decade which looked at the demographics of consumers and why they are or are not choosing dairy.
'Forgotten'
The research shows that 63% of people declare liking the taste of dairy, but the category is often forgotten, with 56% of people not thinking about the products they are consuming day to day at all.
The campaign seeks to remind people to value the "quiet" and "essential" part of their diet that is a staple in the majority of the Brits' fridges.
The campaign will focus on a younger audience, who, according to research, don’t fully understand the values of dairy and how it fits with their lives - the new faster paced way of cooking and convenience.
One of the focus areas is “Hidden Dairy”, such as the dairy that goes in lattes or cappuccinos, or the dairy in a yogurt or milkshake.
"Dairy brings a little bit of wholesomeness into our lives and it’s time to shout about it," the Dairy Market Development Forum said in a statement.
This is where the newly created ‘Department of Dairy Related Wholesome Affairs’ will target its activity, amongst young people while reiterating the nutritional value of dairy.
