MARKETING DAIRY 2020 BRINGS SPORTY AND SPOOKY MILK OPPORTUNITIES While MilkPEP generates ideas all year round, it strategically activates key programs during peak seasonal windows to connect with key customer targets and amplifies its ongoing demand-driven campaigns. Two such programs include a partnership with the 2020 Summer Olympics and a campaign marking milk as the Official Drink of Halloween slated for fall 2020. To leverage your brand through these opportunities and resources, contact MilkPEP at info@milkpep.org.
Support Milk. Support the U.S.A.! Summer’s coming, and so are the 2020 Summer Olympic Games in Tokyo, Japan. MilkPEP is again leveraging an opportunity to partner with the U.S. Olympic and Paralympic Committee for white milk and U.S.A. Swimming for chocolate milk. MilkPEP is working with athletes from across the country to tell real stories about how milk plays an important role in their lives. Data shows that past Olympic partnerships helped increase milk sales by more than 5% from 2017 to 2018. (Did you know that nine out of 10 Olympians grew
up drinking milk?) MilkPEP is currently offering pass-through rights of celebrity and hopeful athletes, Olympic logo marks, exclusive social and digital assets and a full shopper marketing program, including free point-of-sale materials.
Get in the Halloween Spirit Before you know it, the leaves will be turning the bright colors of fall in the Northeast, and with that comes Halloween. Through its Milk. Love What’s Real campaign, MilkPEP will again promote the balance of feeding kids nutritious foods without losing the spirit of the spooky season by making chocolate milk the Official Drink of Halloween. This campaign leverages MilkPEP’s national efforts and activations from milk brands across the industry, in-store and online (this helped increase chocolate milk sales by 1.8% last October). Through this campaign, brands have introduced Halloween-themed packaging labels, retail secondary displays and even recipes in past years. MilkPEP promises to have plenty of new assets for this campaign in 2020.
SUPPORT THE GREAT AMERICAN MILK DRIVE Since 2014, MilkPEP has worked with Feeding America and the dairy industry to make sure underserved children and families get the milk they need. The Great American Milk Drive has delivered more than 33 million gallons of milk through this effort. The program paved the way for the first-ever purchase of fluid milk from the USDA, which was distributed to food banks across the country. Without this assistance, many food banks are only able to supply less than one gallon of milk per person each year. Thanks to milk brands throughout the dairy industry, the USDA has continued to purchase milk for those who do not have regular access to it, while also driving growth in the category. According to MilkPEP, the USDA purchased $65 million in 2019 and is expected to purchase $50 million this year. Eighteen processors have participated since the program started. MilkPEP encourages other processors to join this worthy initiative by submitting bids for USDA milk purchases in your area. More information is available at www.MilkPEP.org. 32 • Northeast Dairy Foods Association, Inc.
