K regional governments have joined forces with Dairy UK and ADHB to create a 12-week marketing campaign focussed on social moments around tea, coffee and milky drinks. It aims to help those who have been adversely affected by Covid-19, especially dairy farmers and processors.
The campaign, which will appear on social media, digital platforms and television is the result of joint efforts by DEFRA, the Scottish Government, the Welsh Government, the Northern Ireland Executive, alongside Dairy UK and ADHB. Funding is 50% from the UK governments, 30% from Dairy UK and 20% from ADHB.
Going live next week, the campaign will focus on fostering human connections that form around drinking a cup of tea with family or a flat white with your pals. Milk plays a central role in many of the social occasions that provide support to people during times of crisis, such as lockdown currently being experienced under Covid-19.
Closures in the foodservice sector have brought even greater difficulties onto dairy processors and farmers, as sales shift solely to retail, while supply chain issues have caused increased on-farm waste.
Environment Secretary George Eustice said: “Our dairy industry plays a crucial role in feeding our nation and we want to support them however we can at this challenging time.
“We know the closure of restaurants and food outlets has meant many producers have excess milk that might otherwise go to waste. That’s why we are backing this campaign to drive milk consumption and boost sales.
“We have already relaxed competition rules so dairy farmers can work more closely together on the challenges they are facing, and will continue to support them through this difficult period.”
Christine Watts, AHDB’s Chief Marketing Officer said: “This is a fantastic demonstration of what can be achieved when industry and Government join together to meet a common challenge. AHDB has been delivering a strong focus on the reputation of dairy for the last three years and this campaign will further deliver on the great work we have already begun.”