Consumers will get to see messages about semi-skimmed milk's health properties for the first time next year thanks to an ad campaign planned by the Milk Development Council.
Scheduled to begin in March 2003, and currently being reviewed by focus groups, the theme is expected to focus primarily on semi-skimmed milk being 98% fat-free, a fact that "seems to be mostly overlooked" according to marketing development manager John Taylerson.
The other messages will be that milk is an important source of calcium and that it has no additives. The Food Standards Agency is said to be keen the campaign should also highlight the 2% fat content as a positive factor.
Advertising will be targeted primarily at females in the 20 to 40 age group Â a group which includes 70% of all parents, according to MDC. The rationale is that women will be ambassadors for milk. "If they drink it, their kids will," said a spokeswoman.
The support for semi-skimmed milk is designed to fit in with the Dairy Council's ongoing Teeth and Bones' campaign, which focuses on dairy products' calcium content and it will also form part of milk's two-year-old generic push The White Stuff.
Although under threat earlier this year when co-funder the Dairy Industry Federation withdrew, the MDC, which represents milk producers, has accessed EU monies earmarked to promote British dairy products to continue the campaign.