Posted: Jan 24, 2011
The Wanted Milk the applause with Kindred and Kru
A free Sunday concert in Potters Fields in front of London’s Tower Bridge from teen favourites The Wanted was the latest stage in the integrated “make mine MILK” campaign that sees celebrities and fans painting on white moustaches. The Wanted performed ‘All Time Low’, a hit single that has recently been nominated for a best British single Brit award.
The campaign, conceived by Kindred to promote milk as a drinking choice for its teenage target group has already made a strong impression through 2010 with several celebrity participants. The Wanted’s concert was the latest of several live events and stunts for which staffing and logistics experts Kru Live have been engaged in order to communicate the campaigns messages with fans. Fans of the campaign are now familiar with Kru’s dancing costume cow performers that are typically in attendance alongside the striking white moustache campaign imagery.
The campaign is integrated through the line and includes social media in the mix. The latest concert helped the campaign past 32,000 Facebook fans.
The Make Mine Milk campaign has £7.5 million funds behind it provided by a consortium of milk companies including Dairy Crest and First Milk alongside EU funding. The campaign launched in April 2010, fronted by Gordon Ramsay and Pixie Lott.