Campain Encourages Americans to "Milk Life"
By Grocery Headquarters Staff
America's milk companies launched a multi-million dollar, cross-platform campaign designed to reinforce how milk's nutritional benefits can help power the potential of every day. The new "Milk Life" campaign spotlights everyday moments of accomplishment, achievement and enjoyment, bringing to life how families and individuals who include milk's protein at breakfast make the most of every day. With 8-grams of protein in each 8-ounce glass, milk is a natural source of protein—a nutrient most Americans are trying to increase in their diets. And, while milk is found in most homes in the United States, many Americans don't realize its full nutritional contributions—especially its high-quality protein. The Milk Life campaign aims to change that, says organization officials. "We want to make sure that milk is relatable, relevant and meaningful to Americans," says Julia Kadison, interim CEO, Milk Processor Education Program (MilkPEP). "We love that 'Milk Life' has a powerful double meaning: it's about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best." The Milk Life campaign includes print, TV and digital advertising, consumer and retail promotions, public relations and social media.