UK Dairy and the Agriculture And Horticulture Development Board (AHDB) have put £1.2 down on an updated version of last year's dairy advertising campaign - designed to target millennials and combat the vegan message.
The money has been given to The Department Of Dairy Related Scrumptious Affairs to provide a 'refined and updated' version of an existing pro-dairy campaign developed by the organization.
The second instalment of last year's campaign, which was the first of its kind since 2013, is forecasted to launch in October.
Attitudinal research after the first campaign reportedly showed that 8% of participants were less likely to reduce dairy intake, and 8% were less likely to replace dairy products with alternatives.
UK Dairy CEO Judith Bryans credits the change in attitude to a 'move away from traditional media' designed for the target audience.
She also said that there plans in the works to target the UK's generation Z next - who, according to recent research, drink 550 percent more vegan milk than their older counterparts.
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Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.
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