Firm launch challenge to encourage milk consumption

Shopping malls in the Ikeja and Surulere area of Lagos State recently saw lots of activity as shoppers “set the wheels in motion” participating in the Blender Bike challenge and other activities at the Kerrygold Avantage Milk activation.

The promotion took place in conjunction with Bord Bia (The Irish Food Board), who hosted a series of in-store and online campaigns throughout Africa in recognition of World Milk Day to promote global awareness around the benefits of milk.

During the Blender Bike, participants demonstrated their fitness levels by riding a stationary bicycle that had a blender attached. The blender spun as the bike was ridden allowing the participants to make their favourite milkshakes and smoothies.

Celebrity influencers Ufuoma Mcdermott and Adedimeji Lateef as well as Ify Mogekwu of Ify’s Kitchen and talk show host Jamila Lawal created their own milkshakes and encouraged their followers to do the same.

Some participants had the opportunity to share a video on social media demonstrating creative ways to make a milkshake with the Kerrygold Avantage Milk. After working through all the submissions from entrants who participated in the Milkshake challenge, the judges identified fifteen winners who were rewarded with Kerrygold products, branded items, and shopping vouchers.

Besides the health benefits of milk, Kerrygold Avantage from Ireland is premium fat-filled milk powder – it has extended shelf life without needing refrigeration and is suitable for the whole family. The powder is produced from natural, fresh skimmed cow’s milk, vegetable fat and fortified with vitamins to provide essential nutrients.

The objective of the promotions, according to organisers, was to highlight the benefits of milk to Africa and to drive the consumption of Irish milk beyond the use of the cream.

“Our aim with this campaign is to create new consumption patterns for milk with the consumer outside the regular creamer pattern that is currently predominate pattern irrespective of the consumption occasion,” says Ese Okpomo, Bord Bia’s West Africa Manager.

Bord Bia works to enhance the reputation of Irish food, drink, and horticulture, to develop markets for Irish suppliers, and bring the taste of Irish food to more tables worldwide.