‘Got Milk?’ and Fuel Up to Play 60 Kick off ‘Breakfast Blitz’

Every day is game day, and breakfast helps set the tone. One of the best ways to be sure families  have the energy and valuable nutrients  they need to tackle the day is by serving milk at breakfast, yet more than half of America’s teachers regularly see kids who come to school hungry because they aren’t getting enough to eat at home. This year, the national Milk Mustache “got milk?” Campaign is partnering with Fuel Up to Play 60 –  the National Dairy Council and National Football League’s in-school nutrition and physical activity program that is in more than 73,000 schools nationwide – to tackle the problem with a national effort to help fuel American families for active and successful days.

Starting the day right with a good breakfast can help kids tackle the day, and protein in the morning can help. With eight grams of high-quality protein in every 8-oz. glass, milk at breakfast is a delicious, easy and affordable way to send kids out the door with what they need to start the day off right.  Other beverages simply can’t match the power of milk.

Eating a good breakfast helps kids be at their best in the classroom, but many go to school hungry and are missing out on the many benefits breakfast offers. To help give kids greater access to a healthy breakfast, the “got milk?” Campaign and Fuel Up to Play 60 are teaming up with New York Giants wide receiver – and Super Bowl XLVI champion – Victor Cruz.

Cruz today unveils his first-ever Milk Mustache ad in support of the Breakfast Blitz program. The program will drive awareness of the importance of breakfast to help fuel American families’ mornings and raise funds to support healthy breakfasts in local schools through Fuel Up to Play 60.

Known for his end-zone moves, Cruz learned more than just the Salsa from his grandmother at a young age. He knows setting a routine that includes milk in the morning is an easy and delicious way to help set the stage so you can be your best – on and off the field.

“Living a healthy lifestyle was important when I was growing up, and I credit it with helping me get to where I am today,” said Cruz. “It’s something I’m teaching my daughter now, even though she’s very young. We make sure every morning includes milk. The Breakfast Blitz program helps fund healthy breakfasts in schools. Nothing else sets you up for a great day like a morning meal with milk.”


This year, America’s Milk Processors will make $250,000 in grants to schools across the country to help give kids greater access to a healthy breakfast through a partnership with Fuel Up to Play 60. Now through February 17, when shoppers buy milk and enter their UPC codes on www.MilkMustache.com,    they can vote to help direct a $1,000 Fuel Up to Play 60 grant to a local school and enter to win prizes, including tickets to Super Bowl XLVIII in 2014.

The Breakfast Blitz program supports The Breakfast Project, an effort launched last year to help makeover America’s mornings by highlighting the importance of a morning meal with milk. This year’s program will provide consumers with recipes, tips and tricks to help them tackle each and every day by starting with milk in the morning.

  • New content on MilkMustache.com throughout the month of January

Facebook.com/MilkMustache and @MilkMustache will deliver new, exciting content – from recipes and tips to ease morning chaos to fun football-themed activities for the whole family – to help set up Americans for more active, successful days.

  • New “got milk?” Milk Mustache Super Bowl print ads

Pregame ad, featuring a key player on each of this year’s Super Bowl-bound teams, to be unveiled in New Orleans leading up to the game.

Postgame ad, featuring the player from the winning team, to run in USA Today the morning after the game.



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