Kelly Rowland becomes the new face of the make mine Milk campaign
X-Factor judge Kelly Rowland has been unveiled as the latest celebrity to front the ‘make mine Milk’ campaign.
From today, Kelly can be seen on buses across Great Britain sporting the iconic milk tash. Carrying the headline ‘feel good factor’, the advertisements aim to communicate the health benefits of consuming low fat milk to teenage girls and families in Great Britain.
Kelly has rocketed to stardom since joining the X-Factor panel in August of this year, and has become a huge hit with the British public, who have been inspired by her positive nature and confidence.
Sandy Wilkie, Chairman of the Milk Marketing Forum, said: “Our aim is to reach the British public, particularly teenagers and families, with positive messages about milk – and at this time of year there is nothing people talk about more than The X-Factor. So to have secured one of its premier stars to support our campaign is a massive coup.
“Kelly has confidence and class and is the perfect poster girl for what it means to be healthy and happy.”
Kelly Rowland has also revealed her love of low fat milk. She said: “I really believe that looking after your body makes you feel good on the inside and happy on the outside. When I’m feeling fit I also feel confident and comfortable in my own skin.
“I like to eat healthily and milk is an important part of that; I have semi-skimmed milk with muesli in the morning and often have a latte on my way home when it’s cold outside. If this campaign can continue to inspire young people to take care of themselves and their bodies, then that’s a great thing.”
Kelly is the latest in a long line of celebrities to don the famous milk tash as part of the multi-million-pound campaign. Amongst others, she follows in the footsteps of Harry Potter star Rupert Grint, F1 driver Jenson Button, supermodel Elle Macpherson, pop princess Pixie Lott and Michelin-starred chef Gordon Ramsay.
The ‘make mine Milk’ campaign launched in April 2010. It 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.
For news on the ‘make mine Milk’ campaign, visit the campaign website www.makemineMilk.co.uk. Alternatively, fans of the campaign can keep up to date by following @makemineMilk on Twitter, joining the vibrant Facebook community, www.facebook.com/makemineMilk, or visiting the YouTube channel, www.youtube.com/makemineMilkuk.
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
- 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 three-year 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)