National Dairy Council Corporate Campaign 1979-80

Stuart Middleton

Corporate campaign for milk in 1979. Consumption was declining with the erosion of door-to-door delivery (still 92% of milk sales, and thought important to maintain), and research showed that consumers had a low awareness of the dairy industry, currently subject to some criticism.
Agency: Ogilvy Benson & MatherAuthor: Stuart Middleton

National Dairy Council Corporate Campaign 1979-80

INTRODUCTION

For 25 years, Ogilvy Benson & Mather has advertised milk for the National Dairy Council (NDC).

In January 1979, the NDC and the agency jointly recommended to both sides of the milk industry (the Milk Marketing Board representing farmers, and the Dairy Trade Federation representing distributors) a corporate campaign. It was designed to improve customer attitudes to the products and service provided by the industry, and thus help in the general effort to hold up declining milk sales and lay...

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