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When the Milk Processor Education Program (MilkPEP) kicks off its January 2010 “Building Strong Families” platform with the “Great Gallon Give” promotion offering moms the opportunity to win free milk for a year, the organization will be making that pitch in Spanish in well. For the first time ever, MilkPEP has created a Hispanic bilingual kit for the event’s retail POS materials.
As well as a shot at getting free milk for 12 months — the contest will select four instant winners every day for 30 days, for a total of 120 winners — all entrants will receive a coupon for free milk with purchase, to use at retail. The initiative, during which MilkPEP will give away 20,000 gallons of milk at local events across the United States and online at whymilk.com, aims to highlight the key nutritional and emotional role the beverage plays at the family table.
The Pass the Gallon cling developed by MilkPEP is suitable for placement on the dairy case all year round. The eye-catching cling was designed to remind moms in the grocery store to pass nutrient-rich milk on to help build a strong family. A new general market TV commercial will reinforce this message throughout the year.
Further, to help make sure every family gets the nutrients they need, consumers are being encouraged to pass a virtual gallon of milk at Facebook.com/MilkMustache. For each gallon passed, $1 will go to Feeding America.
The Great Gallon Give will run from Jan. 10 through Feb. 9.
Funded by the nation’s milk processors, Washington-based MilkPEP aims to boost fluid milk consumption.