The achievements of the ‘make mine Milk’ campaign were recognised last night at The Golden Hedgehog Awards where the campaign won Social Media Campaign of the Year and scooped the Grand Prix award for best overall winner of the night.
The campaign beat stiff competition in the social media category from seven other brands including IKEA, Confused.com and o2. It was awarded the Grand Prix award from a pool of over 100 shortlisted entries across 26 categories.For news on the ‘make mine Milk’ campaign, follow @makemineMilk on Twitter, be part of the Facebook community at www.facebook.com/makemineMilk, or visit YouTube at www.youtube.com/makemineMilkuk.
The Golden Hedgehog Awards programme, which was launched in 2011, is designed to celebrate the best communications campaigns from all around the UK. The judges recognised the campaign’s social media activity for delivering ‘outstanding results against a challenging brief’.
The judging panel was particularly impressed with improvements in teenagers’ attitudes towards milk. Results from an independent tracking survey conducted by Researchcraft show that perceptions of milk as ‘cool’ and ‘low in fat’ are up by 23% and 20% respectively against the campaign’s core teenage audience.
In addition, figures from Kantar (comparing Spring 2012 vs. Spring 2011) for 11 – 16 year-olds – the focus of social media activity – show that consumption has increased substantially. There has been a +18% rise in teenage girls consuming milk ‘on its own’ and a +9% increase in milk consumed at breakfast.
Milk Marketing Forum Chairman, Sandy Wilkie commented:
“We’ve been working with Kindred on the ‘make mine Milk’ campaign since 2010 and are very pleased with the results that have been delivered. Everyone at the Milk Marketing Forum is particularly proud of the campaign’s social media activity – the change in teenagers’ attitudes towards milk has been achieved against the odds – so it’s fantastic to see these successes being recognised.”
The Awards mark the third time the ‘make mine Milk’ campaign’s social media work has been recognised. The Golden Hedgehog accolades can be added to four other awards in the cabinet for ‘make mine Milk’ including:
- Best Social Media Campaign – Dairy Innovation and Elopak Dairy Marketing Awards 2012
- Best Dairy Drink Campaign categories – Dairy Innovation and Elopak Dairy Marketing Awards 2012
- Best Use of Facebook – UK Social Media Awards 2012
- Best Use of Social Media – UK Social Media Awards 2011
The ‘make mine Milk’ campaign ran, initially, for three years in England, Scotland and Wales ending in October 2012. It was funded by a combination of the dairy companies that make up the Milk Marketing Forum and the EC. For the remainder of this year, the campaign is continuing with the residual funds from the original budget, while efforts are also being made to secure additional funding to keep the campaign going beyond 2013.
For news on the ‘make mine Milk’ campaign, follow @makemineMilk on Twitter, be part of the Facebook community at www.facebook.com/makemineMilk, or visit YouTube at www.youtube.com/makemineMilkuk.