Laurent Damiens , Chairman of the EMF, has expressed his delight that ‘Milk, A Force of Nature’, a brand new three year pan-European campaign to promote the nutritional benefits and consumption of milk and dairy has been approved for EU co-funding. The total budget of the programme sums up to 16.000 000 Euros for the 3 years.
The 'Milk, a Force of Nature' campaign will start in April 2013 in seven EU countries, including Austria, Belgium, Denmark, France, Ireland , Northern Ireland and the Netherlands. A campaign informing European consumers about the force of nutrients naturally present in milk. The purpose of this new campaign is to inform consumers about the natural force of milk because of its nutrient richness. ‘The majority of consumers know that milk and milk products contain calcium which is essential for good bone health. However, consumers are less aware that milk naturally contains many additional nutrients that contribute to good health such as protein, vitamins B2, B5 and B12, phosphorus, iodine, potassium…)’, says Laurent Damiens.
A campaign using a balanced mix of inspirational and educational activities In order to best communicate the ‘Milk, a Force of Nature ‘concept , the campaign will include a series of ‘inspirational’ activities including a TV campaign, an ‘inspiration’ magazine campaign, a bannering campaign on selected websites, an ambient ‘stunt’ to generate free publicity at launch and a viral campaign. It will also be complemented by a series of ‘educational’ activities such as a website with useful information about the benefits of milk, an ‘education’ magazine campaign and a bannering campaign on selected websites.
Communication to consumers through health care professionals will also be part of the programme for most countries. For the first time, a campaign highlighting milk will be implemented simultaneously in seven European countries using a common communications concept and creative toolset ‘Milk, a Force of Nature ’ will see the synergistic roll -out of campaign messages and activities within participating countries by starting from a common communications concept and a set of creative tools that can be easily tailored on a national level.
