Student research shapes third year of Milk Every Moment campaign

Research with university students is helping shape the third year of our Milk Every Moment campaign, with students keen to learn more about the nutritional benefits of milk and practical ways to include milk in everyday diets. 

Focus groups held by British Universities and Colleges Sport (BUCS) at the end of the campaign’s second year explored what students remembered, which messages resonated and what content they would like to see in the future.  

The research showed that students like the BUCS and Milk Every Moment partnership, and value face-to-face activity at sports events. Participants demonstrated a strong recall of the campaign, describing it as "very distinctive" and highly memorable. 

Results showed that students are looking for clear, practical nutrition messages to understand how milk can support everyday wellbeing as well as sporting performance.

They are particularly interested in protein, its impact on health and responded positively to messages about milk being a natural, minimally processed product.   

The focus group also valued content created by the Milk Every Moment student ambassadors. ‘Day in the Life Of’ videos were popular, which were authentic and engaging in demonstrating the nutritional benefits of milk and how to consume it. 

The findings are shaping the campaign’s approach for year three, with three areas of focus: 

• Messages on milk nutrition will include nutrient quantities, as well as explaining why they matter 

• On-campus presence will continue to create experiences students remember, along with Moovit the campaign mascot and distinctive cow-print branding 

• More recipe-based content to show how milk fits into everyday routines, such as smoothies and overnight oats after a hard day’s training 

Working with BUCS, we’re delivering health and nutritional messages to an audience that AHDB had not traditionally reached before: university students.

As consumers of the future, students are at a key life stage as they move away from home and begin making independent decisions. The habits they form around lifestyle, food and nutrition can last a lifetime. 

Digital content, sporting events and ambassador-led activities have helped Milk Every Moment to reach thousands of students.

The campaign promotes milk as a nutritious and affordable choice, demonstrating how it can support everyday nutrition.  

As university sport returns for another year, Milk Every Moment will continue to connect with students, building awareness of dairy milk and showcasing its role in supporting active lifestyles.