Moms know that starting the day with a nutritious breakfast is one sure way to help students prepare for a long day of learning. That’s why this school year, the Milk Processor Education Program (MilkPEP), creator of the National Milk Mustache “got milk?” campaign, has partnered with Post cereals for a Back to School Breakfast promotion, which is designed to remind moms that serving breakfast powered by milk and Post cereals will help kids “Unlock Their Potential.”

The sign-up deadline for this July/August promotion is July 9.

“Moms will be excited to get their children off to a good start every morning this school year by serving cold milk with Post cereals,” said Julia Kadison, vice president of marketing for Washington, D.C.-based MilkPEP. “Participation in the back-to-school promotion is easy and can help processors increase milk sales with POS [point-of-service] and fun activities for kids.”

In-store POS with contest messaging and a free-standing insert driving consumers in-store for joint savings on the purchase of milk and Post cereals are available. The Back to School Breakfast promotion includes a fun, online game for moms with instant-win prizes. The promotion also is part of the year-long “Building Strong Families” campaign from MilkPEP, which is designed to create excitement in the dairy case and sell more milk by encouraging moms to serve milk at meal and snack times. In addition to POS, national print and television advertising, public relations and local market processor events support the campaign throughout the year. “Building Strong Families” provides support for the Hispanic market with complementary bilingual materials for each general market promotion.

Sign up for the Back to School Breakfast promotion by July 9. Processors can sign up online or by calling the Milk Hotline at 800/945-MILK. Free, downloadable and customizable graphics and materials are available online at  

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors who are committed to increasing fluid milk consumption. The MilkPEP Board runs the national Milk Mustache "got milk?" Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to The tagline "got milk?" was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.

Danielle Davis
Outloud, LLC