Milk body calls pitch for organic activity

LONDON - The Milk Development Council (MDC) is searching for a marketing agency to promote the benefits of organic milk to consumers.

It is understood the work will span direct mail, leaflets and posters, as well as promoting the product in the grocery multiples.

The body, which is co-funded by British dairy farmers, the government and industry, has approached a number of direct marketing agencies regarding the brief.

It is understood that the review is being handled by the COI, with a decision expected before the end of the year.

The MDC, which receives about £7m a year in funding from British dairy farmers via a levy on every litre of milk they sell and a further £5m from the government and private sector sources, launched a refreshed milk identity for the UK earlier this year. The logo was developed by design agency Uffindell West.

In September, the MDC began promoting milk via a website satirising Channel 4 reality show Big Brother. Big Udder shows live footage 24 hours a day from a dairy farm, and provides facts about Guernsey and Jersey cows.

The organisation also promotes the benefits of milk for athletes through its Milk Recovery Zone website. The site, backed by research from Loughborough University, suggests that skimmed milk is likely to aid recovery following exercise better than water or even isotonic sports drinks. The site also offers training tips and milk facts.

The Milk Development Council did not respond to enquiries from Marketing.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers