Launched in 2024, Milk Every Moment promotes the many benefits of milk to support students on their sporting journey.
Delivered in partnership with AHDB, the campaign provides students with valuable insight into how milk supports a healthy, balanced diet.
The three-year collaboration reintroduces students to the natural goodness of milk through engaging, relevant and entertaining content.
In its first year, the campaign exceeded all its targets:
- Delivered 16 million digital impressions
- Reached 8.9 million people
- Achieved more than 248,000 engagements across TikTok and Instagram
Activities were delivered at seven major in-person events across the BUCS sport programme, which included appearances by Moovit the Cow, the campaign mascot.
Will Roberts, BUCS CEO, said: "We're proud that the Milk Every Moment campaign with AHDB has been recognised with two prestigious awards.
"This innovative programme engages with students in a fun and entertaining way, both digitally and in-person at our sporting events, aligning to our ambition to deliver exceptional student sporting experiences that inspire, develop and unite."
Paul Flanagan, AHDB Dairy Sector Director, said: “The campaign connects students with the natural benefits of milk in a fun, relevant and memorable way.
“It’s proof of the power of collaboration right across the dairy industry. We are delighted to win these trophies, but for me the most important thing is the pride and ownership that dairy farmers have for Milk Every Moment.”
Liam Byrne, AHDB Director of Domestic and International Marketing, who leads the partnership, added: “British dairy has a proud and long-standing connection with sport in the UK - from the legendary Milk Race to the Football Milk Cup.
“I’m incredibly proud that we’ve been able to continue this legacy through our pioneering, award-winning programme with BUCS.
“This partnership not only celebrates the benefits of milk but also delivers long-term value for our sector.”
