AHDB is proud to announce that its campaign, Milk Every Moment, has scooped two prestigious awards at this year's Cream Awards, the premier dairy awards in the UK— including the most prestigious prize, the Cream Awards Cup.

Launched in 2024, Milk Every Moment is designed to showcase the many benefits of milk to young sports enthusiasts. Developed by the Agriculture and Horticulture Development Board (AHDB) in partnership with British Universities and Colleges Sport (BUCS), 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, Milk Every Moment exceeded all its targets; the campaign delivered 16 million digital impressions, reached 8.9 million people, and achieved more than 248,000 engagements across TikTok and Instagram. Activities were delivered at seven major in-person events, including appearances by Moovit the Cow, the campaign mascot.

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, said: "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."

The ceremony held on 4 September at the Chesford Grange Hotel in Warwickshire, brought together farmers, processors, and stakeholders from across the dairy supply chain to celebrate excellence within the industry. Milk Every Moment won both the Cream Awards Cup (John Beckett Memorial Cup, sponsored by Lely Atlantic) and the new Young Influencers Award.

Learn more about Milk Every Moment by visiting ahdb.org.uk/marketin