Earlier this week PBN exclusively revealed that a market analyst had labeled pro-dairy initiative Februdairy a 'complete misfire'.
Februdairy was inspired by the success of Veganuary - which encourages people to try a vegan diet throughout January. It aimed to promote a positive image of dairy farming, using the Februdairy hashtag.
According to the analyst, the campaign failed after vegans hijacked the hashtag, using it to spread a pro-animal rights message.
PBN talks about the failure of Februdairy.Subscribe to PBN's YouTube Channel here
In this video, PBN Founder Klaus Mitchell leads a discussion around the success - and failure - of Februdairy.
He says: "The call to action was creating awareness around the benefits of dairy.
"But there were signs the campaign was in disarray. It was a very astroturf campaign led by people who wanted to sell more products."