New britain campaign promotes milk to student athletes

The campaign will use engaging content to reintroduce students to milk’s natural goodness, emphasizing its affordability and status as a natural source of seven essential vitamins and minerals. Both AHDB and BUCS intend to capture market share from high-sugar energy drinks and milk alternatives.

Liam Byrne, AHDB Director of Marketing, said, "This initial three-year program marks an investment in the next generation of athletes and future leaders by highlighting the important role milk can play. Many students have highlighted milk’s role in their muscle health and recovery. During this campaign, students will also learn more about the other nutritional benefits of milk, helping them to make more informed dietary choices."

The campaign will also aim to dispel myths by providing evidence-based information about milk’s benefits, such as its high protein content, which supports muscle growth and maintenance, and its calcium content. "Milk Every Moment" will feature prominently on BUCS' social media pages.

Will Roberts, CEO of BUCS, stated, "The benefits of milk for young athletes – both from a nutritional and budgetary perspective – are clear. We are thrilled to work alongside AHDB to highlight this message to a Gen Z audience."