Pink-haired popstar Amelia Lily has been unveiled as the latest celebrity to support the ‘make mine Milk’ campaign as part of the partnership with charity BeatBullying. Working with the two organisations, the former X-Factor star will launch a new competition aimed at school children – called ‘Find Your Voice’ – while promoting the consumption of milk as part of a healthy diet.
The initiative is the latest element of a partnership between ‘make mine Milk’, the celebrity milk moustache campaign which highlights that milk is packed full of healthy nutrients and contains less than 2% fat, and BeatBullying, the charity which works with children and young people across the UK to make bullying unacceptable.
Amelia Lily is the latest in a long line of celebrities to pose with the famous milk moustache, following in the footsteps of stars including Rupert Grint, Kelly Rowland and Pixie Lott.
Speaking about the competition, Amelia said: “I was diagnosed with type 1 diabetes when I was three, so I know better than many people the importance of having a healthy, balanced diet, and milk has always played a big part in that for me. I’m really pleased to be supporting the ‘make mine Milk’ campaign, as I feel like I’m doing my part to keep UK teenagers healthy.”
Sandy Wilkie, Chairman of the Milk Marketing Forum – which funds ‘make mine Milk’ – commented: “Milk is a vital part of any diet, but is especially important for teenage girls. Amelia Lily is a great role model for these girls – because she is strong-minded and not afraid to be herself, but also because she looks after herself and is fit and healthy. The partnership with BeatBullying is working well for us, allowing us to continue working with celebrities to make a big impact despite the fact that the EU period of co-funding has come to an end. We’re really pleased to welcome Amelia Lily as the latest celebrity to support the ‘make mine Milk’ campaign, and hope that the campaign will be able to continue for many years to come.”
Market data from Kantar shows that there have been year-on-year-on-year increases in milk volume consumed since the launch of the ‘make mine Milk’ campaign – with a +2.0% increase in the 52-week period ending December 2010, followed by +2.1% for the same period ending December 2011, and a subsequent +0.9% rise for the year ending December 2012.
Independently audited sales figures from the MMF companies support this trend, indicating a 111 million litre increase in volume sold between 2010 and 2011.
