Our Milk Every Moment marketing campaign, now in its third year, empowers the next generation by creating a positive association between milk consumption and sporting performance within the university and college community.

Year one set the bar high, with content making over 16 million digital impressions. In year two, this increased to 22.1 million. The message is cutting through. 

The campaign’s impact has been celebrated beyond campus too, scooping two accolades at the 2025 British Dairying Cream Awards: the prestigious Cream Awards Cup and the new Dairy Influencers Award. 

Campaign results show that students and the wider Gen Z audience are increasingly recognising milk not only as a fridge staple, but as a valuable source of protein and an important part of an active lifestyle. 

Milk Every Moment positions milk as a timeless staple in the fridge – not just as a beverage but a nutritional powerhouse. 

The campaign underscores milk’s affordability and the fact it is a natural source of seven essential vitamins and minerals (vitamins B2, B5, B12, calcium, iodine, potassium and phosphorus), aiming to capture market share from high-sugar energy drinks and milk alternatives. 

Other key messages will be to highlight milk as a natural source of high-quality protein, which supports muscle growth and maintenance, and its rich calcium content, which helps maintain normal bones. 

These benefits make milk an excellent choice for helping to fuel athletic performance. 

This age group is beginning to make independent dietary choices and is often exposed to misinformation regarding the nutritional value of dairy milk. 

Milk Every Moment seeks to dispel myths by providing evidence-based information about milk’s benefits, such as its high protein content, and encourages its inclusion in their daily diets. 

By providing them with information on the role milk can play in a healthy, balanced diet, the partnership aims to reintroduce these young consumers to the natural goodness of milk with relevant, interesting and entertaining content. 

In partnership with British Universities and Colleges Sport (BUCS), the campaign highlights how milk supports a balanced diet. 

The Milk Every Moment campaign features on BUCS's Instagram, TikTok, emails, website and in-person events. 

With AHDB sponsorship, the BUCS Rugby Union National Championships are now known as the BUCS Super Rugby Milk Championship. 

Our partnership with BUCS, the national governing body for higher education sports in the UK, is crucial for reaching university students and Gen Z (those aged 18–25). 

BUCS operates across 165 universities and colleges, engaging over 500,000 people, including student-athletes and sports fans.