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.


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