Milk Fights Back

Almost two-thirds (57%) of Americans say they’re trying to get more protein in their diet, but most people underestimate the importance of both getting protein at breakfast and the protein prowess of one of breakfast’s most popular staples: milk. An 8-ounce glass of milk has 8 grams of high-quality protein, which is more protein than in an egg.

'got milk?' Launches Protein Fight Club CampaignTo educate consumers on milk’s high-quality protein, MilkPEP and lead agency Deutsch, NY, the team behind the iconic Milk Mustache, developed a new video campaign to spotlight the 8 grams of protein in each 8-oz. serving of milk. The Protein Fight Club campaign puts the spotlight on protein by depicting milk in a series of humorous breakfast battles that showcase how its protein stacks up against the competition and can help win each day.

Both entertaining and unforgettable, the video vignettes produced by writer and film director Eric Wareheim will live on TV and online and will be featured on Vignettes feature milk going head-to-head with some of breakfast’s biggest contenders, including orange juice, an omelet, a breakfast burrito and a bagel with cream cheese.

“We want to capture America’s attention with a quirky tone and remind them that milk is a good source of high-quality protein,” said Julia Kadison, vice president, MilkPEP. “While most Americans know milk is nutrient-packed, they tend to think of calcium and vitamin D, forgetting that milk is a great-tasting, versatile and natural source of protein as well.”

The Protein Fight Club campaign is also helping Americans win their own breakfast battles with a promotion that gives away a free gallon of milk every minute for eight weeks, and giving one person each week a chance to win free milk for a year. The promotion – at – is designed to encourage Americans to get into a healthy routine by starting each morning with milk’s high-quality protein.

'got milk?' Launches Protein Fight Club Campaign(l-r) David Grotto, RD; Stephanie McMahon, executive vice president, creative, for WWE; Julia Kadison, vice president, MilkPEP; and Paul “Triple H” Levesque, executive vice president, talent and live events, for WWE launch the Protein Fight Club campaign at Gleason’s Gym on August 21, 2013 in New York City. (Photo by Mike Coppola/Getty Images)

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