The new campaign is specifically designed to target millennials

This will be the second year of the campaign

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.

Campaign

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.

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The second instalment

of last year's campaign, which was the first of its kind since 2013, is forecasted

to launch in October.

??According to UK Dairy, generation Z is next on the advertising hit list

Targeted

audience

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.