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  • An overview of The Milk Race
  • Mr1
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' The Milk Race '

Client: Milk Marketing Forum
Brand: Milk

The challenge
The 3-year ‘make mine Milk’ advertising campaign had come to an end and a modest contingency budget remained. We needed a legacy plan to help protect and promote the improved credentials of milk to British families.

Audience insight
Throughout the ‘make mine Milk’ journey we built up an incredible knowledge of teen and mum audiences. We also learnt a lot about the effectiveness of different ambassadors and what channels delivered best ROI. All things considered, we believed the perfect formula involved delivering an open sporting event that combined inspirational celebrities, family entertainment and the opportunity to participate.

There were a number of event options; however the most compelling was to re-launch the Milk Race. It had been 20 years since the last race, and the memory of the event was fading in the public’s mind. We ascertained that the brand name was available to us, recruited a select group of partners and with their help devised an event which was truly unique.

Results
The Milk Race brand made a highly successful return in 2013 and then again in 2014. Nottingham hosted both events, each attracting over 60,000 spectators plus a high calibre of elite cyclists including World and Olympic Champions. Before the elite races, families cycled around the criterium style track and the Milk Race Village provided endless entertainment for all generations. Thousands of dairy products were sampled and hundreds of branded cow bells rang in support of the riders. Social media channels combined to reach millions, Twitter feeds trended several times and PR coverage ranged from national TV broadcast to in-depth regional specialist pieces. A contra deal with Eurosport meant separate one hour men’s and women’s shows ran repeatedly in the fortnight following each event. Primetime slots led to an estimated audience of over 500,000 people.

Total awareness of The Milk Race has reached 43% among adults and 28% with teens. In the Midlands awareness reached 61%. As a result of knowing milk is associated with The Milk Race, audiences felt more positive about milk, think of milk as being healthier, have spoken to others about milk and have read or shared content online about milk.

One more thing
The Milk Race chose to be the first major cycling event to offer the same prize money to women as men.

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