Central Lechera Asturiana restores the value of milk in collaboration with Jesús Calleja

27 Jan, 2023

This campaign is supported on social networks by the #IDrinkMilk movement.

Central Lechera Asturiana reivindica el valor de la leche de la mano de Jesús Calleja #YoBeboLeche

Asturias Principality, 26 January 2023.

Central Lechera Asturiana has launched its new “I drink milk” campaign today to restore the value of this ancient, natural food, a source of protein that also supports the farmers who produce it and contributes to the economic, social and environmental development of the territories in which the farmers live and work.

The common thread of the spot, filmed in January in various locations throughout the Asturias Principality, will be led by Jesús Calleja, a leading activist for nature and its landscapes. As usual in the dairy brand’s spots, the presenter will be accompanied by several farming families who are members of Central Lechera Asturiana and who convey the company’s cooperative values and their unconditional support for this product.

In recent years, milk, as well as the people who consume it, have been attacked by those who are against it. This campaign therefore also aims to promote respect for all those who consume this food while generating a feeling of pride among them. Thus, the #IDrinkMilk movement will be launched on social networks with the aim of permeating Spanish society.

In addition to the spot in 45 and 30 second formats and the movement on social networks, the campaign will also be promoted through outdoor and digital advertising.