MilkPEP Halloween Promotion Featuring PEANUTS Gang Can Increase Chocolate Milk Sales

For the seventh consecutive year, The Milk Processor Education Program (MilkPEP), creators of the national Milk Mustache “got milk?” campaign, will help retailers increase milk sales with the “Chocolate Milk: The Official Drink of Halloween” promotion. Halloween presents retailers with a golden opportunity to generate excitement by using MilkPEP’s free tools and resources, featuring the iconic PEANUTS gang, including both general and Hispanic POS. For the first time ever retailers can download and use PEANUTS characters in their marketing and packaging materials.

The 2012 promotion reminds moms that low-fat chocolate milk is a tasty and healthy Halloween treat while providing retailers with an easy way to enjoy an incremental lift in sales. Over the past six years the promotion has run, it has generated positive results for many retailers with some seeing an increase in flavored milk sales of as much as 5-15% during the promotional period.

“Halloween provides an additional occasion for consumers to drink milk allowing retailers to increase sales of chocolate milk, and at a higher margin than white milk,” says Julie Buric, vice president of marketing for MilkPEP.

By utilizing the “Chocolate Milk: The Official Drink of Halloween” promotion, retailers can increase incremental store sales in several ways including:

  • Use the free POS;
  • Create Halloween-themed store displays to garner attention for branded chocolate milk;
  • Host sampling events in stores to allow moms to sample a healthy chocolate treat;
  • Feature PEANUTS characters in retail circulars, packaging, print and online media, in-store POS, collateral and signage; and
  • Include a chocolate milk offer in frequent shopper programs

The annual MilkPEP “Chocolate Milk: The Official Drink of Halloween” promotion runs nationwide in stores September 15 through October 31. Retailers who take advantage of this promotion and feature chocolate milk in stores can earn a 12” Maglite flashlight.

The sign-up deadline for “Chocolate Milk: The Official Drink of Halloween” is August 31, 2012. Participation is easy and free. Retailers can sign up by contacting their processor.

Milk Processor Education Program (MilkPEP)


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