Elle Macpherson and Jenson Button join make mine Milk

Supermodel and F1 world champion are the latest celebrities backing British milk.

The original supermodel, Elle Macpherson, and reigning Formula 1 world champion, Jenson Button, are the latest A-list celebrities to back British milk as part of the multi-million-pound make mine Milk campaign.

Both stars were thrilled to don the iconic milk moustache and lend their famous faces to make mine Milk. They join the likes of Gordon Ramsay, Pixie Lott, Usher and the cast of the A-Team in extolling the benefits of low fat, nutrient-dense milk.

From today, Elle and Jenson will appear on thousands of buses and giant posters in cities across England, Scotland and Wales. The 7.5 million campaign combines outdoor, press and online advertisements with a large-scale PR programme and social media activity. It is designed to revive the nations love for milk, reminding people that most milk varieties contain less than 2% fat, and are packed with vitamins and nutrients.

The make mine Milk campaign was created by the Milk Marketing Forum, which is a consortium of leading dairy companies comprised of Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies, with support provided by Dairy UK and The Dairy Council. A third of the 7.5 million funding comes from the European Commission.

Sandy Wilkie, Chairman of the Milk Marketing Forum, said:

Were really excited to have Elle and Jenson on board for the make mine Milk campaign. Theyre both superstars in their respective fields and have a broad appeal to mums, dads, teenagers and young adults. Theyre the perfect people to promote the nutritional benefits of low fat milk.

The willingness of A-list celebrities to become involved in the make mine Milk campaign is a testament to our success so far. As the three-year campaign continues, we hope to build on these successes in order to boost demand for milk in Britain and benefit retailers, dairy farmers, milk processors and consumers alike.

Supermodel Elle Macpherson, better known to some as The Body, provides glamorous endorsement for the campaign. She said:

Working as a model means that I need to be in the best possible shape all year round, so its really important that I have a balanced diet. As many milk varieties are low in fat and provide lots of nutrients, its a great product to help me feel healthy and hydrated.  My fridge at home is always stocked with milk and my kids love it!

To find out more about make mine Milk, visit the campaign website at www.makemineMilk.co.uk, YouTube at www.youtube.com/makemineMilkuk, or join the Facebook community at www.facebook.com/makemineMilk.

Fans can also keep up to date with industry news by following make mine Milk on Twitter @makemineMilk.

For more information, please contact: Sinad Gray on 020 7612 8932 or at sinead.gray@kindredagency.com

• Milk is a nutrient-dense food which means that it is a healthy addition to any modern diet and is suitable for all members of the family from school kids to the elderly.
• Low fat varieties of milk have less than 2% fat which can make it a healthy choice in a climate of rising obesity. The low fat varieties of milk are:

• Fat free (skimmed milk)
• 1% fat milk
• 0.75% fat milk
• 1.8% fat (semi-skimmed milk)

• Milk contains nutrients which are important for bone health including protein and calcium. These nutrients are also important for dental health.
• The ‘make mine Milk’ campaign has been commissioned by Dairy UK’s Milk Marketing Forum. Of the 7.5m total spend for the campaign, a third comes from European Commission funding.
• The Milk Marketing Forum is a consortium of leading British dairy companies and milk co-operatives with administrative support from Dairy UK, and nutritional advice from The Dairy Council. Its members are Arla Foods UK, Dairy Crest Limited, First Milk, Milk Link and Robert Wiseman Dairies.
• Dairy UK is a trade association that represents the interests of dairy farmers, producer co-ops, milk processors and doorstep deliverymen. For more information visit www.dairyUK.org.
• The ‘make mine Milk’ campaign will run, initially, for three years in England, Scotland and Wales.
• The ‘make mine Milk’ campaign will be implemented by the London-based integrated agency, Kindred.
• ‘The White Stuff’ celebrity milk moustache campaign in Scotland was an initiative from the Scottish Dairy Marketing Company with support from the EC. By year ending December 2009, the long term decline in total fresh milk sales had been reversed with a significant increase of +3.4% in sales of milk in Scotland against the base year of year ending March 2003 (Source: Scott Montcrieff Independent Auditors)