Graham’s Dairy wanted to make its milk range more relevant to Gen Z and turn that relevance into real commercial growth.

The challenge was that semi-skimmed milk no longer aligned as strongly with what younger consumers were prioritising. Research and audience insight pointed in a different direction: Gen Z were increasingly focused on muscle gain over weight loss, and young people were showing stronger interest in whole milk as part of a more protein-conscious lifestyle.

I developed the strategic direction for a TikTok-led campaign that repositioned Gold Top milk around its protein benefits, connecting the product more directly to emerging audience behaviours and motivations. The creative approach focused on making those benefits culturally relevant, commercially effective and native to social, rather than relying on traditional product messaging.

What I worked on:

- Social strategy
- Audience insight and positioning
- Campaign development
- Creative direction
- Content planning and messaging
- Content creation

Outcome:

The campaign contributed to a 95% uplift in UK sales from October to December 2024, while giving Graham’s Dairy a more distinctive and relevant direction for younger audiences.