Kindred in £7.5m win

Kindred has been awarded a contract by the dairy industry to deliver a £7.5m fully integrated campaign for milk, including PR, advertising and online.

The three-year 'Make Mine Milk' campaign will promote 'liquid milk,' especially low-fat milk.

The campaign is aimed at families, with a focus on young people aged 15 to 24.

The news, a huge boost for Kindred, was revealed earlier this week on (14 September).

The campaign is being driven by the dairy industry's Milk Marketing Forum, with support from Dairy UK. The project has been awarded a promotional grant of EUR3m from the European Commission.

Dairy UK director general Jim Begg said: 'This activity comes at an important time for the industry, and represents a welcome revival of the promotion of liquid milk in Britain. I am certain the campaign will be a big success.'

Worth £7.5m over its duration, the campaign will run across England, Scotland and Wales and the first adverts will appear in the New Year.

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