The Make Mine Milk campaign is planning a major pre-Olympics push with a nationwide rollout of bottles featuring former athlete Denise Lewis.
Lewis will be featured - alongside the Union Jack - on all Wiseman Black & White milk and some of the own-label milk it supplies to retailers, for about six weeks from May. Arla will also be using the labels on Asda own-label milk.
The Make Mine Milk campaign will also hit Spar for the first time later this month. Spar retailers will be encouraged to use Team Milk marketing materials and 800 stores will be supplied with the Denise Lewis-branded bottles.
Advertising the Make Mine Milk campaign on milk bottles would do much to improve awareness of the campaign, said Sandy Wilkie, chairman of the Milk Marketing Forum, which runs the campaign. Cereals companies already did a good job using pack design and there was no reason “boring old milk” could not do the same, he added.
Currently, the Make Mine Milk campaign looks set to end in the autumn despite calls from the Milk Marketing Forum for producers to pledge money to ensure it continues.