Inside Business 2 Minute Interview | Sandy Wilkie
SANDY WILKIE
Robert Wiseman Dairies’ Sandy Wilkie, or ‘Mr Milk’ as he is better known, is the driving force in Scotland behind the launch of the four-month in-store ‘Make Mine Milk’ campaign this summer – we find out what it will means for Scotland’s retailers and consumers.
THE NEW ‘MAKE MINE MILK’ CAMPAIGN – WHAT’S IT ALL ABOUT? This campaign is all about putting milk back into the hearts and minds of the Scottish public. The campaign has been around for quite some time as a consumer-facing initiative in Scotland under the hugely successful Milk Moustache Campaign – you could say Scotland led the way on this and England and Wales are following our lead! – but this is the first time it has moved directly into retail so it is an important milestone for us.
HOW SUCCESSFUL HAS THE CONSUMER CAMPAIGN BEEN? Massively. Last year saw a 1.2% increase in volume sales of milk, and that’s on top of a 2% increase the year before.
SO, WHAT WAS THE THINKING BEHIND GETTING RETAILERS INVOLVED?
Local retailers in Scotland appreciate the importance of the role that milk plays in their stores and have been huge supporters of what the ‘Make Mine Milk’ campaign is aiming to achieve. For those reasons, it’s great that they are now getting the chance to get directly involved in promoting the benefits of the ‘white stuff’.
AH, ‘THE WHITE STUFF’...WE WONDERED HOW LONG IT WOULD YOU TO MENTION IT You know me – it’s my favourite topic and it should be right at the top of Scotland’s local retailers’ list of priorities too because it’s the most profitable liquid that most of them will sell!
HOW WILL SCOTLAND’S LOCAL RETAILERS BE GETTING INVOLVED IN ‘MAKE MINE MILK’, THEN? Most of Scotland’s fascias and big convenience chains are on board, which is fantastic. A set of in-store Team Milk materials have been
For more information visit
www.facebook.com/makemineMilk CONTACTS
created including special milk carton labels, and POS materials such as shelf strips, wobblers and headerboards.
AND A CERTAIN OLYMPIAN WILL BE ‘TACHED UP? That’s right. A milk-moustached Denise Lewis will appear on semi-skimmed and whole milk varieties of Robert Wiseman’s Black & White brand, as well as on Spar’s own label milk in 800 stores.
FACTFILE SOUNDS CRACKING!
You would think so, wouldn’t you? Market data shows clearly that milk’s position in the Scottish market has improved since the ‘Make Mine Milk’ campaign began. Kantar figures show consumption is up +2.1% for the year to February 2012, so here’s hoping we can secure the funding we need to extend the campaign further.
Sandy Wilkie is Sales & Marketing Director of Robert Wiseman Dairies and is Chairman of the Milk Marketing Forum, a consortium of British dairy companies and milk co- operatives with admin support from Dairy UK and nutritional advice from The Dairy Council.
GOOD LUCK WITH THAT. AND BEFORE YOU GO, TELL US ABOUT THE VINNIE THAT GOT AWAY... Ah yes...we made what we thought was a really funny, engaging ad with hardman footballer-turned-actor Vinnie Jones which highlighted how milk can play a major role in keeping consumers’ bones in good shape. Unfortunately the Advertising Standards Authority didn’t agree and we couldn’t use it. Some people have no sense of humour...
46 SLR | JUNE 2012
WWW.55NORTH.COM
Indeed it does. The main challenge for us now is to resolve the issue of future funding. Farmers, processors and retailers all stand to lose out if funds can’t be secured to keep the campaign running beyond October.
SURELY A CAMPAIGN THIS SUCCESSFUL MUST GET FUNDING?
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