Filtered milk brand, Cravendale, has partnered with Lionsgate UK to support the ‘Eddie the Eagle’ movie, in cinemas from April 1.

The film is based on the true story of ski jumper Michael ‘Eddie the Eagle’ Edwards and his quest to reach the Winter Olympics.

Milk plays a large role in the film as the “drink of champions”. Eddie is a devoted milk drinker and is seen consuming it throughout the film to keep strong ahead of the 1988 Calgary Olympics – at one moment he even swaps the traditional après-ski tipple for a glass of the good stuff, using it to celebrate his achievement.

Arla Cravendale has created a special version of its ‘Milk Drinker’s Milk’ TV advert, appearing from March 21 for four weeks, to support the partnership and to celebrate milk drinkers across the UK. Both ‘Eddie the Eagle’ and the Arla Cravendale advert’s “The Milk Drinker” feature, drinking milk side by side, in a step to encourage consumers to think of only Arla Cravendale when shopping for milk.

To coincide with the film’s release, Arla Cravendale is launching a series of competitions on its Facebook page throughout March. ( These will reward loyal Cravendale fans and help to draw wider milk drinkers into the brand.

Giveaways include: 2,000 tickets for advance screenings in 20 locations across the UK, five pairs of tickets for the March 17th premiere, a private screening for a person and 20 of their friends, Eddie-themed goody bags and a family ski holiday for four people in the Bavarian Alps

Cravendale brand manager Claire Mackintosh said: “We are very excited to have partnered with the ‘Eddie the Eagle’ movie. Eddie is a much-loved sporting hero, and his character is proof that milk is the drink of champions. His quirky character personifies everything that the Cravendale brand stands for, and through our social media activity we aim to encourage milk drinkers to choose Cravendale as their milk of choice.”

Lionsgate UK promotions manager Simon Dunstan said: “The partnership with “Eddie the Eagle” and Cravendale was a natural fit. We’re delighted to be able to connect fans of the film and fans of Eddie with Cravendale through strategic, targeted and exciting promotions.”