We are urgently developing research requirements with other European laboratories to make sure we understand and the disease (Schmallenberg) better.Jenson Button and Elle Macpherson to wear milk moustache
RACING driver Jenson Button and model Elle Macpherson have been announced as the next faces of the ‘Make Mine Milk’ campaign.
The current Formula One champion and the super model will become the latest in a growing list of celebrities to wear the famous milk moustache in a campaign that aims to promote low fat milk to young people.
The £9 million Dairy UK campaign has already featured celebrity chef Gordon Ramsay, pop stars Pixie Lott and the reformed ‘A-Team’.
The next additions from the glamorous worlds of Formula One and fashion were announced by the Milk Marketing Forum’s Robin Robb at the Dairy UK conference in Birmingham on Monday.
The campaign, which promotes the messages that milk is both healthy and ‘cool’ is also encouraging people to post their own milk moustaches on the campaign website www.makeminemilk.co.uk
The Dairy Council, in conjunction with its counterparts in the Republic of Ireland and Northern Irelad is launching a parallel campaign, ‘Milk in Action’, which also aims to promote consumption of milk among young people.
The three-year campaign, funded by the EU, will comprise a series of adverts featuring images of ‘young, sporty and dynamic people drinking milk’.
Targeting the 12-20 age group, the 3.2m euro campaign will aim portray milk as a drink that ‘young people can consider ‘cool’, Dairy Council director Judith Bryans told the Dairy UK conference on Monday.
She said it was part of wide-ranging campaign aimed at engaging young people in physical activity in the run up to the 2012 London Olympics. Young sports people, as yet unnamed, will be enlisted to get the message across.
“For the first time we will be promoting images that depict milk as a lifestyle product for young people,” she
The campaign will be formally launched on September 20.
