UK Dairy campaign scoops international award

AHDB Dairy market development team has been awarded the IMP Group Yves Boutonnat Trophy at the World Dairy Summit in Istanbul.

 L-R Stu Baker (AHDB Dairy), Dr. Judith Bryans (Dairy UK), Rebecca Miah (AHDB Dairy), Zoë Kavanagh (National Dairy Council)

The ‘Department of Dairy Related Scrumptious Affairs’ campaign, jointly funded by AHDB and Dairy UK, was chosen from a shortlist of three contenders, including the French and Swiss, as the best advertising campaign.

The award-winning campaign used humour to remind people of their love of dairy focusing on taste, enjoyment and the moments that make life better. Targeting 20 to 35-year-old parents, the promotional activity featured social media, on-demand TV, digital outdoor billboards and cinema advertising, and was seen by 52.5 million people when it ran earlier this year.

Stu Baker, AHDB senior marketing manager said: “I take huge delight knowing that the campaign is not only helping to shift attitudes towards dairy at home, but we’ve also been recognised as the crème de la crème on the world stage.”

Domestically, the campaign helped to drive a fall in the number of people cutting their dairy consumption, reduced intention to consume plant-based substitutes and increased the number of young parents who were certain to buy dairy products.