It works!

Milk carton advertising

98% of all UK consumers and 95% of UK households buy milk each week. (Source: TNS)

  • retail coverage unrivalled by any other marketing medium
  • targeted, cost-effective and unique
  • drives sales
  • builds brand awareness

Milkmedia® places your offering right at the heart of the UK’s busiest stores, before placing it right at the heart of the home.

If you want to communicate with every member of the household, put your message on a milk carton.



It’s good for your brand!

Milkmedia® has steadily developed the concept of advertising on milk containers since 2001, to the point now where it’s a proven and recognised above-the-line medium to rival the reach offered by TV, national press and radio.

According to TNS, 54% of all milk sold is semi-skimmed, followed by 31% full fat. Regardless of whether you’re a full-fat, semi-skimmed or skimmed person however, the figures remain the same:

Every two weeks Milkmedia® milk container campaigns reach an audience of over 21 million consumers.

That’s 9.4 million households and over 15 million milk cartons.


How it works

  • featured on 2, 4 and 6 pint ‘own label’ milk
  • available at Tesco and Sainsbury’s
  • labels can be perforated, enabling use of coupons and vouchers
  • 2 week average campaign duration
  • 4-8 week lead time only

Milkmedia® ROI is fully measurable.

Campaigns can be independently measured using retailer EPOS data showing sales uplift and/or changes in rate of sale across test and control stores. Milkmedia® can identify and isolate milk buyers and measure how many go on to purchase advertised brands relative to non-milk buyers. No other medium can do this.


In the home


  • drives consumption of the promoted product
  • keeps your brand front of mind throughout the day
  • opportunities-to-see are maximised as Milkmedia® can be seen by the entire household

Communication of your campaign is further maximised as the bottles are taken in and out of the fridge up to 24 times on average

Other purchasing influences: an in home audience and an unheard audience (i.e. dad and kids)


In the store


  • access to all store networks and all store formats
  • provides consumers with increased exposure to your brand message
  • valuable secondary ‘sighting’ in destination aisle
  • a snap shot reminder or prompt to buy the advertised product

100% of voice and no compliance issues.



The size and type of milk customers choose is to a large extent dictated by their lifestyle and life stage.

Milkmedia allows brands to target specific audiences by providing the facility to run campaigns based on retailer, region, container size and milk type.

Volumes and data below are based on a medium weight two week campaign using 4 pint semi skimmed milk containers in both Tesco and Sainsbury’s.

Click or hover over the map below to see number of labels, stores and audience reach figures.


Consumer insights

On average, milk is taken out of the fridge 39 times a week
A milk usage occasion lasts on average 2 minutes

  • 61% of the time, we add milk to tea/coffee
  • 15% of the time we add it to cereal
  • 59% of families sit down for breakfast together every morning**
  • 70% of milk usage occurs outside of breakfast**

Whole milk buyers are 2.5 times more likely to also buy children’s orientated products than semi-skimmed or skimmed milk buyers*. Skimmed buyers are twice as likely to be “counting the calories”*.

*Source: Dunnhumby 2006
**Source: Eulogy online survey

↓ Contact ↓ 0333 939 8719

Jeremy Williams, Managing Director

m: 07780 708 705
skype: jeremy.milkmedia

Milkmedia® is a division of Value Initiatives Limited

40 Craven Street

From Charing Cross, exit left and head towards Trafalgar Square. After a few moments you’ll pass Next and Boots on your left. Craven Street runs between the two retailers. Head down Craven Street. Milkmedia is 50 yards up on the left.