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The Milk Processor Education Program (MilkPEP), creator of the National Milk Mustache “got milk?” Campaign, has introduced the gotmilksales.org website exclusively for retailers, to help them boost milk sales and increase basket rings. Highlighting MilkPEP’s two occasion-based marketing opportunities, “Breakfast at Home” and “Refuel with Chocolate Milk,” the site provides market research and sales strategies, giving retailers and supermarket registered dietitians various free, turnkey, ready-to-use resources to promote both occasion-based strategies in-store and in their own consumer-facing materials, websites and social media.
“Our data indicates that the breakfast-at-home meal occasion is an $8.9 billion retail growth opportunity, and we want to offer retailers the resources they need to tap into this market,” noted Julie Buric, VP of marketing for Washington, D.C.-based MilkPEP.
Earlier this year, MilkPEP launched two consumer marketing campaigns: “The Breakfast Project,” which touts the advantages of eating breakfast at home, and “My After,” promoting the benefits of low-fat chocolate milk as a post-workout recovery beverage.
Like the dinner strategies already in use to spur shopper traffic and increase basket rings, Breakfast At Home gives retailers with a long-term strategy to own this meal-at-home occasion and build customer loyalty. “My After,” meanwhile, is raising awareness among adult athletes of the role chocolate milk can play in recovering from a thorough workout.
The user-friendly site focuses on such areas as sales strategies, annual promotions, milk and retail trends, artwork and materials, and a special section offering resources for registered dietitians, as well as a Social Media Command Center, which is monitored by MilkPEP social media experts for conversations about breakfast at home and milk to help drive dialogue. Retailers can contact the experts for help with their own social media activities, and the site also provides retailers with fresh social media content to enhance their milk sales strategies.
“We understand that new category development is not an easy undertaking,” added Buric. “Retailers don’t have to go it alone. We want to help them increase sales and sell more milk, and this new website is a new way to make that happen.”