Robert Wiseman Dairies is targeting Spanish holidaymakers and expats with a new Cool Britannia advertising campaign for its Puriti milk brand.

The ads, launched last week, form part of a five-figure international campaign for the extended shelf life brand. Wiseman has purchased ad space in the arrivals lounge at Malaga airport, as well as expat newspaper Sur.

There was a huge market in Spain for British food and drink from Brits who retired, took second homes or went on holiday there, said sales and marketing director Sandy Wilkie.

An online poll on behalf of Wiseman, found that a cup of tea with British milk was what a third of Brits missed the most when on holiday [TNS]. Puriti, which has double the shelf life of conventional milk, has been available in the UK and Spain since 2006.