A Europe-wide campaign to promote the nutritional benefits of milk and dairy consumption has been approved for European Union (EU) co-funding.
The €16m ‘Milk, A Force of Nature’ campaign will start in April 2013 in seven EU Member States, including Austria, Belgium, Denmark, France, Ireland, Northern Ireland, and the Netherlands.
The purpose of three-year campaign, which has been organised by the European Milk Forum (EMF), is to inform consumers about the “natural force” of milk because of its nutrient richness.
The campaign will include TV promotions, a magazine campaign, and a viral campaign.
“The majority of consumers know that milk and milk products contain calcium which is essential for good bone health. However, consumers are less aware that milk naturally contains many additional nutrients that contribute to good health such as protein, vitamins B2, B5, and B12, phosphorus, iodine, potassium,” said EMF’S Laurent Damiens.