Anymore?

Many of you have seen the advertising and media campaigns for Milk. Love What’s Real, a message that inspires audiences to “savor what’s real and what matters” in life’s smaller moments, or another, Built with Chocolate Milk, that features elite athletes spreading the message of how the science and nutrition behind chocolate milk can help adult exercisers be their best. These campaigns, along with a host of others, are created by the Milk Processor Education Program, or MilkPEP, to help the dairy industry promote consumer consumption of fluid milk in a highly competitive market. Are you utilizing the valuable resources that MilkPEP provides?

The Washington, D.C.-based MilkPEP is funded by a 20 cent-per-hundredweight assessment on the nation’s fluid milk processors — which includes NDFA member brands that process more than 3 million pounds in a month — in an effort to increase fluid milk consumption. MilkPEP’s activities are led by a board of directors monitored by the U.S. Department of Agriculture’s Agricultural Marketing Service. According to MilkPEP’s 2018 annual report (the most recent data available), the total spent on advertising, promotion and education for fluid milk products and other expenses totaled an estimated $91.7 million.

“MilkPEP builds best-of-class marketing and communication programs to win volume with each consumer target, including creating new and powerful consumption occasions to regain volume,” according to Melissa Malcolm-Cullison, director of national sales and field marketing, MilkPEP.

Many will undoubtedly remember one of MilkPEP’s most iconic campaigns — the milk mustache — which featured celebrities like Jennifer Aniston and Harrison Ford, as well as athletes like Venus and Serena Williams in “Got Milk?” ads. Today, Milk. Love What’s Real, Built with Chocolate Milk and Milk It! have updated that message and continue to promote fluid milk consumption at a time when it is declining. These three current “powerhouse” campaigns connect directly and authentically and are aimed at getting consumers to retail to buy milk regularly, according to Malcolm-Cullison, who MILKPEP OFFERS STRATEGIC CAMPAIGNS TO INCREASE CONSUMPTION

explained that MilkPEP works with milk brands to ensure access to data, insights and communications assets that the organization believes will transform people’s attitudes and behaviors to drive milk sales.

MilkPEP’s efforts strongly support the farming community and work closely with Dairy Management, Inc., to amplify a common message — the importance and relevance of milk in people’s lives. Local, state and regional organizations can access MilkPEP resources and partner with milk brands to utilize these marketing tactics year-round, as well as incorporate available tools in existing programs.

“Any milk processor who pays into the MilkPEP Program should take advantage of what it has to offer in order to promote the consumption of fluid milk,” said Bruce Krupke, executive vice president of the Northeast Dairy Foods Association. “The program has many options to tie your brand into a national campaign designed to attract the consumer’s attention to the benefits of drinking milk. If you’re contributing to MilkPEP, why not take advantage of the benefits, too?”

With the popularity of plant-based dairy alternatives and even water, MilkPEP’s efforts are working to continue to drive consumers to the dairy case for their beverage of choice.

According to MilkPEP, it’s working. Despite a great deal of competition, milk still remains the third largest beverage category, with 94% of households still purchasing milk, according to Malcolm-Cullison. “Milk IS growing — nearly half of the full milk category is experiencing short and long-term growth; look at what is happening in flavored, whole, lactose-free and value-added milk,” she said.

In addition, as a key trip and profit driver, milk delivers 20% of store profit and 10% of sales from just 3% of store space, according to Malcolm-Cullison. “That’s why it is critical for milk brands and retailers to keep up with today’s consumers and ensure dairy shelves are in line with the way consumers shop and what they are seeking,” she added.

“It is MilkPEP’s mission to support milk brands through every facet of the consumer journey, yet, national marketing efforts mean nothing without support from the industry,” said Malcolm-Cullison. “Milk brands, state and regional organizations, farmers and industry partners alike, we’re calling on you in 2020 to rally your teams and full organizations to blanket the country with milk activations. Together, we will make an impact on how people view, purchase and, ultimately, consume milk.”

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