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The Milk Processor Education Program has launched two new multiyear marketing campaigns, one focusing on milk’s important role at breakfast, the other promoting chocolate milk as a post-workout beverage, along with a new website www.gotmilksales.org designed exclusively for retailers.
With data showing breakfast at home is an $8.9 billion growth opportunity, with 51 percent of daily milk consumption occurring during the morning hours, the multifaceted Breakfast at Home campaign provides retailers with a long-term strategy to own this meal-at-home occasion and build customer loyalty.
MilkPEP will support this effort with the “The Breakfast Project,” a national umbrella campaign that encourages consumers to enjoy a breakfast-at-home routine that includes milk. “The Breakfast Project is the cornerstone of the occasion-based strategy to drive volume and value. It is an ongoing campaign to keep the milk and breakfast conversation flowing all year long,” said Julie Buric, MilkPEP VP of marketing. “Retailers can leverage this multiyear campaign by using it as the centerpiece of their Breakfast at Home promotional activities.”
Vivien Godfrey, MilkPEP's CEO, shed further light on the integrated campaign during an event held earlier this week New York City. "Retailers have really done well [recapturing sales] with the dinner day-part. But again, we want to help retailers own the breakfast period. We can provide them with ideas about how they can do milk promotions and we will also offer coupons to support the effort.
“Milk is a catalyst for a shopping trip,” continued Godfrey, adding that the average basket size doubles from $27 to $59 per customer when milk is purchased."
The first round of multimedia messages for "The Breakfast Project" -- which employs the mottos, "Because Every Good Day Starts With Milk" and "It's Not Breakfast Without Milk" – are under way, along with a major television campaign geared toward Hispanic consumers in 27 U.S. markets.
But television advertisements are only the beginning. According to MilkPEP, print ads and a large social media effort will follow, including a "Breakfast Project Command Center," which will monitor all online blogs and other mentions of milk from 7 a.m. to 11 p.m. daily, as well as provide one-on-one support for anyone who wants to ask questions about milk or dispel rumors that the beverage can be unhealthy.
MilkPEP has also rolled out a national Refuel With Chocolate Milk Campaign to promote post workout as an occasion to drink chocolate milk. Targeting the $3.3-billion "refuel" market, composed of athletes who need to replenish fluids or build muscle mass after workouts or other strenuous activities, the new “My After” campaign, which launched this month and targets adult athletes, will build awareness of the role lowfat chocolate milk can play in recovering from a tough workout.
Refuel With Chocolate Milk, which will be showcased nationwide at major sporting events throughout the year, revolves around chocolate milk's superiority over white milk and other beverages because of its enhanced carbohydrate count, protein, calcium, potassium and magnesium that are ideal as a post-workout beverage, said Godfrey.
To help retailers capitalize on this new usage occasion, MilkPEP is offering retailers a National Refuel With Chocolate Milk Feature Incentive Program in May. The promotion, which runs nationwide May 15 to June 30, will allow retailers to tap into the $3.3 billion sports-drink industry and take advantage of the momentum behind chocolate milk as a recovery drink.
“Post-workout is a new usage occasion for milk and a great opportunity for retailers to drive incremental sales of chocolate milk, build brand loyalty and bring lapsed adult milk drinkers back into the fold,” Buric said. “Studies have shown that lowfat chocolate milk is uniquely positioned to own the post-workout occasion because it has the right mix of protein and carbohydrates to refuel tired muscles, plus fluids and electrolytes to replenish and rehydrate athletes after strenuous exercise. It has already gained traction as an effective recovery drink among serious athletes.”
"Eighteen- to 26-year olds are our core target," Godfrey noted. "We want to give them permission to drink chocolate milk again." And though Godfrey said the everyday athlete will be the focus of the “My After” campaign, New York Knicks basketball star Carmelo Anthony, Olympic speed skater Apolo Anton Ohno and Olympic swimmer Dara Torres will share the spotlilght in the chocolate milk refuel campaing, which will be most heavily supported during the May 15 to June 30 period, as well as during the all-important Halloween timeframe.
"This is a great opportunity for retailers," said Julie Buric, MilkPEP's vice president of marketing. "The refuel market is incremental to sales and represents an impulse purchase. And we will do whatever we can to help the retailer, including POS (point-of-sale) materials and banner ads.".gotmilksales.org, which is exclusively for retailers
MilkPEP offers retailers a clearinghouse of free, ready-to-use resources to tap into the messaging and tools throughout the year:
- National TV and print advertising and public relations campaign (including traditional and social media) featuring Salma Hayek promoting the importance of breakfast for both the general and Hispanic markets.
- Free digital assets and content are available for retailers to use on their websites, POS, newsletters, circulars, advertisements and social media channels.
- Dedicated website where consumers can find and share information about milk and breakfast.
- In-store advertising via News America installation of Shelftalks in 13,000 grocery stores nationwide.
- Milk package labels via Box Top Media placement in select markets.
- Four program bursts throughout the first year to heighten excitement.
- National partnerships with complementary CPG companies.
- Facebook promotion awarding 10,000 coupons for free milk over 10 days.
Participation in the Refuel With Chocolate Milk Feature Incentive Program is free and gives retailers a chance to earn a gym bag for promoting chocolate milk. Retailers must sign up by April 17 by contacting their local processor, calling (800) 945-MILK or visiting MilkPEP online.
By participating in the Refuel With Chocolate Milk Feature Incentive program, retailers can increase incremental sales and brand awareness in several ways:
- Utilize free MilkPEP Refuel POS at the dairy case.
- Create Refuel-themed store displays to garner attention for branded chocolate milk.
- Utilize dynamic banner ads on their own consumer websites.
- Promote chocolate milk in store fliers and as part of loyalty programs.
- Host sampling events in stores.
In addition, lowfat chocolate milk will also be named the “Official Refuel Beverage” of partners including Ironman, Rock ‘n’ Roll Marathon Series, USA Swimming, Lifetime Fitness and the Challenged Athletes Foundation in 2012. Retailers can promote chocolate milk as the official refuel drink of these events by using the event logos in their promotional materials and branded labels.
A comprehensive array of resources and tools is availble to help retailers to develop an ongoing milk strategy and drive milk sales, including in-store merchandising, premiums and educational materials to promote white milk and chocolate milk year-round, downloadable assets to customize materials and drive engagement online, and social media content to use with Facebook and Twitter.
The Washington, D.C.-based Milk Processor Education Program is funded by the nation’s milk processors, who are committed to increasing fluid milk consumption. MilkPEP administers the National Milk Mustache “got milk?” Campaign, a multifaceted campaign designed to educate consumers about the health benefits of milk.