Tess Daly and The Wanted to front ‘Make Mine Milk’

TV host and pop sensations back low fat milk

Strictly Come Dancing host Tess Daly and, The Wanted, have been unveiled as the latest big names to support low fat milk as part of the multi-million-pound make mine Milk campaign.

The TV star and the five Wanted members Max, Tom, Nathan, Jay and Siva will be sporting the iconic milk tash to raise awareness of the fact that most varieties of milk contain less than 2% fat and, because it is rich with nutrients, low fat milk is also extremely healthy.

From today, all six of the high profile celebrities will be will appear on thousands of buses and giant posters in cities across England, Scotland and Wales displaying the headlines low fat daly and wanted: milk.

The campaign combines outdoor, press and online advertisements with a large-scale PR programme and social media activity. Previous celebrity ambassadors include Elle Macpherson, Jenson Button, singers Pixie Lott and Usher, Gordon Ramsay and the stars of last summers blockbuster movie, The A Team.

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, believes that the new celebrities possess the perfect qualities to help revive the British publics love of the white stuff.

He said: From the outset of the make mine Milk campaign, we were clear that we had to communicate low fat milks benefits to everyone, but that we should pay particular attention to mums and teenage girls. These are key audiences because of mums role as guardian of the family fridge and because many teens mistakenly believe that milk is high in fat.

With these factors in mind, we are delighted to announce our new celebrities. Tess is a household name through the family TV show Strictly Come Dancing, and is a mum herself, while The Wanted are quite simply one of the most popular bands in the country right now. This blend of appeal to older and younger Brits will ensure the make mine Milk campaign goes from strength to strength.

Tess Daly famous for her slender figure praised milk as an important part of the family diet. She said:

Running around after two young children certainly helps me stay in shape, but making sure I have a balanced diet is vital to keep me feeling fit and body-confident. Its not always easy for busy mums on the go to eat healthily, and thats why milk is such an important part of our diet at home. Its tasty and refreshing, plus my kids love it, and its always a bonus when your children like something thats good for them!

Meanwhile, the boys from The Wanted, who topped the charts last year with their debut single All Time Low, are fronting a new online competition called the make mine Milk Challenge, which dares Brits to down a pint of low fat milk in the quickest possible time. Previous celebrities to enter the challenge include Canadian teen superstar, Justin Bieber, and 2009 X Factor runner up, Olly Murs.

To find out more about make mine Milk, check out the campaign website at www.makemineMilk.co.uk, or join the Facebook community, which also hosts the make mine Milk Challenge leaderboard, at www.facebook.com/makemineMilk.

Fans can also keep up to date with news by following make mine Milk on Twitter @makemineMilk or on YouTube at 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 vrieties 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 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)