Singer and A-Team join forces to boost low-fat milk sales
Moustaches go on for £7.5m campaign
Published:
A RHYTHM-AND-BLUES star and four Hollywood actors are the new faces of a campaign to boost low-fat milk sales in Britain.
Singer Usher, alongside the stars of this year’s A-Team movie – Liam Neeson, Bradley Cooper, Quinton “Rampage" Jackson and Sharlto Copley – have all donned milk moustaches in the £7.5million promotion being funded by industry and the European Commission.
The five follow chef Gordon Ramsay and chart-topping singer Pixie Lott, who launched the Make Mine Milk effort in April.
The campaign, led by the Milk Marketing Forum and supported by all Britain's main dairies, focuses on the nutritional benefits of milk and reminds consumers that low-fat contains less than 2% fat.
Forum chairman Sandy Wilkie, the sales and marketing director with East Kilbride-based Robert Wiseman Dairies, said: “Usher and the stars of The A-Team are known and liked by teenagers and families across the world, so it’s fantastic that they will be using their huge popularity to tell the British public that milk is low in fat, healthy and is a product that everyone should have in their fridge.
Boost
“Through this exciting three-year campaign, we hope to boost demand for milk, to the benefit of British retailers, dairy farmers, milk processors and, ultimately, consumers as well.”
The national campaign aims to build on the success of Scotland's White Stuff initiative, which similarly saw celebrities don milk moustaches. It helped increase sales by 3.4% in the five years it ran.
