Olympic athletes Laura Trott, Nicola Adams and Jade Jones are the final faces to back the long running ‘make mine Milk’ advertising campaign.
The three Gold medalists are the final celebrities to back the campaign, which will see its funding by the MMF companies and the European Union end in October.
Developed by Kindred, the campaign will feature the headline ‘m’ powered in order to highlight the health benefits of drinking low fat milk to teenage girls.
Sandy Wilkie, chairman of the Milk Marketing Forum, said: “I couldn’t be more delighted or proud to announce Laura Trott, Nicola Adams and Jade Jones as the new faces of the ‘make mine Milk’ campaign. Young, talented and perfect role models; they truly are the perfect ambassadors for the white stuff, representing a generation of new icons which the people of Britain can be proud.
As for the end of the campaign, Wilkie added’ “We’re putting legacy plans in place for 2013 but really we want to maintain the momentum of ‘make mine Milk’ by securing funding and bringing it back as soon as we can. To do this we’ll need support from the whole industry. As yet we’ve not received any funding from farmers but that would make all the difference – especially in terms of securing additional funds from the EU - and we want to see them get behind this campaign in the future.”
The ‘make mine Milk’ campaign has been running in the UK since April 2010, spending £7.5m over a three-year period, through a consortium of dairy companies including Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies, with support provided by Dairy UK and The Dairy Council.