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Usher and The A-Team to front Make Mine Milk


R&B legend Usher and the stars of the new blockbuster movie, The A-Team, are the latest big names to front the 7.5m Make Mine Milk campaign, which aims to re-ignite the publics love for low fat British milk.

The chart-topping artist and the four Hollywood actors Liam Neeson, Bradley Cooper, Quinton Rampage Jackson and Sharlto Copley are sporting iconic milk moustaches and being splashed across thousands of bus sides and posters in England, Scotland and Wales. They follow in the footsteps of Gordon Ramsay and Pixie Lott, who provided a hugely successful springboard for the campaign in April.

Supported by numerous press and online advertisements, plus a large-scale PR and social media programme, Make Mine Milk aims to highlight the nutritional benefits of milk and encourage people to consume more. In particular, it will remind British teenagers and families that low fat milk contains less than 2% fat and is a source of nutrients such as calcium.

The Make Mine Milk campaign was created by the Milk Marketing Forum, which is a consortium of leading 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. Of the 7.5m spend, a third comes from European Commission funding.

Sandy Wilkie, Chairman of the Milk Marketing Forum, said: Were delighted to announce our new celebrities for the Make Mine Milk campaign.

Usher and the stars of The A-Team are known and liked by teenagers and families across the world, so its fantastic that they will be using their huge popularity to tell the British public that milk is low in fat, healthy and is a product that everyone should have in their fridge.

Through this exciting three-year campaign, we hope to boost demand for milk, to the benefit of British retailers, dairy farmers, milk processors and, ultimately, consumers as well.

To find out more about Make Mine Milk, visit the campaign website at, or join the Facebook community at

You can also keep up to date with news by following Make Mine Milk on Twitter @MakeMineMilk or on YouTube at 

  • 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 UKs 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 the voice of the dairy industry, representing the interests of dairy farmers, producer co-ops, milk processors and doorstep deliverymen. For more information visit
  • 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)

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