Campaign Details & Goals
Together with members of “Smile Project for Milk” and milk fans, J-milk carried out various activities for “opportunities to express gratitude” in order to celebrate “Milk Day/Milk Month” and promote understanding for the value of milk and dairy products as well as the dairy initiatives. https://www.j-milk.jp/milkday/index.html (Japanese)
Project by J-milk and the Ministry of Agriculture, Forestry and Fisheries “Smile Project for Milk”: https://www.maff.go.jp/j/chikusan/gyunyu/lin/gyunyu_smile.html
Campaign Type
- Social Media
Location
Japan
Dates
June 1, 2025
–
June 30, 2025
Metrics
93 companies applied, 141,068 tools (approximate value) were provided, and 1,764 data (approximate value) were downloaded (4/22～6/1).
The number of participating posts* was 1,370 in total (44 on Instagram, 1,192 on X, and 134 on Facebook).
*The total number of posts from 5/31 to 6/2, including any of the following: #WorldMilkDay, #EnjoyDairy, #WorldMilkDay (in Japanese), # MilkDay (in Japanese) or #MilkBatonRelay (in Japanese).
- #MilkBatonRelay 2025: Circle of Thanks Connected with Milk
We encourage people in the dairy sector and milk fans to share their gratitude using “#MilkBatonRelay” and common messages for social media on “Milk Day/Milk Month” in June. In order to promote understanding for the dairy sector, posting of photos and videos about daily work at dairy farms and dairy factories is also encouraged.
https://www.j-milk.jp/milkday/2025/milkbatonrelay2025.html (Japanese)
- Let’s connect with the world on June 1, “World Milk Day”!
We encourage people to post messages on social media with both “#WorldMilkDay” and “#EnjoyDairy” to the world, along with the above promotion.
- Tools and contents for “Milk Day/Milk Month”
We distribute free educational tools and content that can be used for events and information dissemination conducted by dairy related people during “Milk Month”.
These include:
“Preventive measures against heatstroke”
(Leaflet)
https://www.j-milk.jp/milkday/f13cn00000001p8i-att/jmilk_dairymonth2025_undougomilk_A4.pdf“Love Milk?”
(Logos, posters, banners, sound logos, movies, leaflets)
https://www.j-milk.jp/milkday/milkdaylogo.html (Japanese)“New Washoku ~Cooking method combining milk and Japanese food ~”
(Leaflet)
https://www.j-milk.jp/nyuwashoku/download_leaflet.html (Japanese)“Saturday and Sunday milk ~ Drink milk at home on weekends without school lunch ~”
(Logos, posters, leaflets & stickers, event tools)
https://donichi-milk.jp/downloads/tools/ (Japanese)Milk promotion anime “milk loving new employee Rokuichi-kun”
(video)
https://www.youtube.com/channel/UCz5kJ79xnrJXmKL5E2nRAhw (Japanese)
Details That Led to a Successful Campaign
1. Collaboration between “Milk Day/Milk Month in Japan” and GDP’s “World Milk Day”.
2. Announcement in “J-Milk Report”, the official magazine of J-milk (page 14~15), and introduction on the websites of industry magazine (dairy blog site “Rakukone” by Dairy Japan Inc)
3. In order to promote the activities of “Milk Day/Milk Month”, the tools of “Love Milk?”, “Heatstroke Prevention”, “New Washoku”, “Saturday and Sunday Milk”, and “milk loving new employee Rokuichi-kun” were provided free of charge to dairy producers and processor representatives from entire country together with milk fans and members of the “Smile Project for Milk”.
4. For “Milk Day/Milk Month”, the “#MilkBatonRelay 2025: Circle of Thanks Connected with Milk,” which has continued since 2020, was implemented. Plans and campaigns with high follower withdrawal rates were discontinued, we provided logos and image data that can be freely used, and emphasized that if a post resonates with you, you can share your feelings with each other by “liking” it.
5. In order to promote the spread of information through the use of social media, social media posts with the universal hashtags “#WorldMilkDay” and “#EnjoyDairy” were also promoted, as called for by GDP.
Campaign Images