|Title||From Bland To Brand|
|Campaign||The White Stuff - Dairy Council|
|Advertiser||The Dairy Council|
|Business Sector||Milk & Milk Based|
|Philosophy|| From Bland to Brand; how The Dairy Council showed it was made of The White Stuff|
“The White Stuff” campaign of 2000-2001 dramatically improved the fortunes of milk. A strong insight into the image of milk and its consumers led to a powerful creative idea and a media strategy that used an unprecedented range of communication channels, from TV and radio, to packs, milk trucks and even farmers’ fields. This made the campaign 4 times more efficient than had been predicted, to give farmers and dairies a £20.8m return on their £8.2m investment.
|Production Company||Passion Pictures|
|Creative Director||Larry Barker|
|Advertising Manager||Andrew Owens|
|Creative Team||Mike Kaplan|
|Art Director||Mike Kaplan|
|Creative Team||Tim Charlesworth|
|Art Director||Ted Heath|
|Art Director||Tim Charlesworth|
|Creative Team||Paul Angus|
|Art Director||Paul Angus|
|Creative Team||Ted Heath|
|Account Planner||Andrew Perkins|
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