Research carried out following the second year of a marketing campaign to reignite the love of dairy has shown positive results, with 11 per cent more young parents now certain to buy dairy products.

The study also showed an eight per cent fall in the number of people cutting their dairy consumption now or in the future along with an 11 per cent reduction in intentions to consume plant-based substitutes.

Targeting 20 to 35-year-old parents, AHDB and Dairy UK’s marketing campaign used humour to share moments when dairy makes life better through the spoof organisation The Department of Dairy Related Scrumptious Affairs.

Rebecca Miah, AHDB head of dairy marketing said: “We knew dairy was being overlooked as a category so it’s fantastic to see that people are responding positively to the campaign and reigniting their love of dairy.”

Featuring videos on social media and on-demand TV, digital outdoor billboards throughout London and cinema advertising, the activity ran between March and May this year.

The adverts were seen by 23.8 million people on social media, 7.1 million on catch-up TV, 8.1 million in the cinema and 13.5 million on billboards.

Commenting on the results, Dr Judith Bryans, Dairy UK chief executive said: “We’re thrilled that for the second year running the campaign has delivered such strong results. We’ve shown dairy is absolutely a relevant category to millennials, and how our products add taste and enjoyment to their daily lives.”

Farmers have been promoting the campaign locally by ordering branded posters, banners, re-useable coffee cups and car stickers for use on-farm and at local events.