Milk: No use crying

Aimed to change the theory that cow's milk should not be given to young children, an idea partly encouraged by follow-on milk manufacturers. Campaign to explain that although not to be drunk by those aged under 1 year there was no health concerns for from 1 year upwards and actually had benefits. Research amongst young mothers showed they were confused but did feel attached to cow's milk. TV used with two bursts of press. Taylor Nelson Food Panel showed an increase in consumption and servings rose 14.67%. Follow-on milk usage fell (claimed). Clear impact on mother's perceptions and image of milk