In continuation of its ongoing milk consumption awareness campaign tagged, ‘Drink Milk Everyday’, Peak Milk, the premium brand of FrieslandCampina WAMCO Nigeria, has named the Kwara State Governor’s wife; Mrs. Omolewa Ahmed, has the ‘Milk Ambassador’ in the state.
The honorary appointment marked the commencement of the campaign in Ilorin on Thursday.
Ahmed’s emergence as the first ‘Milk Ambassador’ for the brand, according to a statement by the company, is as a result of her motherly role demonstrated towards every indigene of the state. It said this would further enhance and drive the brand’s efforts to ensure that per capita milk consumption in state was increased.
Speaking at the commencement of the campaign, Senior Brand Manager, FrieslandCampina WAMCO Nigeria, Joshua Abuh, was quoted as saying that the campaign was as a result of research the company carried out in the country with respect to how Nigerians use milk.
He said, “What we discovered was that even though Nigerians appreciate the goodness of milk and know that it is nutritious, they do not take it regularly. On the average, people consume milk twice a week which is too low if they will get all the benefits that are there in milk.”
He, however, appealed to the first lady to use her growing influence to encourage her people to imbibe regular intake of milk.
Responding, the First Lady in the state thanked the company and the brand for the honour, and pledged to be “a good ambassador of such a novel initiative.”
She stressed the need for milk consumption, which she said was an essentialingredients necessity for daily growth. She, therefore, urged the citizen of the state to imbibe the habit of milk drinking, adding that milk, which used to be seen as an accomplishment, had becomed “a drink meant for everyone, no matter your class, religion and status.”
Ahmed used herself as proof of the fact that milk gives strength, enhances beauty, builds power and ensures that one sleep well.
The campaign, which had already engaged consumers in Edo, Benue and Oyo, moved to Kwara State to teach people of the state on the usefulness and benefits arising from regular intake of milk.
According to the statement, some of the touch-points deployed to engage consumers included community forum, where governor’s wife presided over campus activation to engage post primary/secondary audience; and Catch-the- young-activation, which was meant to engage primary/secondary schools students.
“Apart from encouraging people to drink milk regularly, Peak, in the course of the campaign, has been able to enlighten consumers on different ways of drinking milk and usage.”