Big screen debut for 'Department of Dairy Related Scrumptious Affairs'

The nutritional value of dairy products will be promoted via cinema advertising as part of a marketing campaign led by industry groups.
The nutritional value of dairy products will be promoted via cinema advertising as part of a marketing campaign led by industry groups.
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Nutritional messages about dairy products will be broadcast in cinemas as the industry steps up its £1.2m campaign to reach out to ‘millennials’.

Starting on Monday and lasting ten weeks, movie goers will be exposed to “emotive taste messages” from the spoof organisation ‘The Department of Dairy Related Scrumptious Affairs’.

It is the first time that a consumer marketing campaign run by industry levy board, the Agriculture and Horticulture Development Board (AHDB), and trade association Dairy UK, has invested in cinema advertising to remind consumers of dairy’s nutritional value.

The campaign, now in its second year, specifically targets 16 to 35-year-olds – so-called millennials – including young parents and other forthcoming promotional activity includes videos on social media and on-demand TV, as well as digital outdoor advertising throughout London.

A consumer panel has also been recruited to test the emotional and physical response to dairy versus non-dairy food using brainwave EEG headband technology. The results will be announced as part of the ongoing campaign.

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Judith Bryans, chief executive of Dairy UK, said: “We want millennial parents to re-evaluate their love of dairy so have heavily invested in media that will drive noticeability and engagement. This year’s campaign is set to be bigger and bolder.”

Research carried out after the first year of the marketing campaign found that eight per cent of the target audience were less likely to cut down their dairy intake. Another 11 per cent said they were less likely to replace dairy with alternatives.

Rebecca Miah, head of dairy marketing at AHDB, said: “People really enjoyed the humour from the initial campaign. The next phase builds upon that success and introduces new ways dairy can be enjoyed using cinema, iconic poster sites and social media activity.

“Cinema advertising is a great way to target a captive audience while they’re in a positive frame of mind.

“They often combine the experience with a meal out so it’s a perfect time to promote positive dairy messages.”

Dairy farmers interested in promoting the campaign can order branded posters, banners, re-useable coffee cups and car stickers online by visiting www.dairy.ahdb.org.uk/materials