The Milk Processor Education Program’s 2010 campaign “Building Strong Families” kicks off first quarter with two new promotions designed to create excitement in the dairy case and sell more milk by encouraging moms to serve milk at mealtimes.

In-store point-of-service, national print and television advertising, public relations and local market processor events support the campaign throughout the year. Additionally, “Building Strong Families” provides support for the Hispanic market with complementary Spanish-language materials for each general market promotion.

MilkPEP’s January promotion supports healthy families by awarding free milk for a year to four instant winners each day for 30 days. The promotion will be highlighted during multiple popular morning shows, meaning Moms will be on the lookout for the in-store POS. Moms who enter the online sweepstakes will also receive a coupon for a free gallon of white or flavored milk with a purchase to drive return visits to the dairy case. Processors can sign up by December 14.

In March, quick and easy recipes will be available online to help mom spend less time in the kitchen and more time with her family at the dinner table. Online promotion and prizes will encourage moms to set the table with milk to keep their families healthy. Consumers will be asked how they “milk the moment” during dinner with their families for a chance to win multiple prizes awarded daily. One entry also will receive an exciting grand prize. Retail POS will support the March dinner promotion. Processors should sign up by January 4, 2010, to participate.

The integrated “Building Strong Families” program offers customizable POS, event toolkits and public relations support as well as national print and television advertising. Participation in all MilkPEP promotions is easy and free. Processors can sign up online or by calling the Milk Hotline at 800/945-MILK.

Sign-up deadlines vary and processors are encouraged to register early for individual promotions to ensure timely delivery of materials. Free, downloadable and customizable graphics and materials are available online at www.milkpep.org.