Chocolate milk adds to the excitement as the “Official Drink of Halloween” with a Retail Feature Incentive program designed to boost sales in the dairy case. For the fifth consecutive year, the Milk Processor Education Program (MilkPEP), creator of the National Milk Mustache “got milk?” campaign, encourages moms to give their families more thrills and chills this Halloween by serving nutrient-rich chocolate milk.

Processors should sign up retail accounts by Aug. 31 to ensure delivery of all point-of-sale for the Sept. 15 kick-off of the promotion.

“Halloween is a fun time of the year when moms are always looking for nutritious snacks for their ghouls and goblins,” said Julia Kadison, vice president of marketing for MilkPEP, based in Washington, D.C. “Once again there’s a great opportunity to increase chocolate milk sales with in-store POS and a fun prize for retailers that participate.”

Retailers can earn a pocket video camera for featuring chocolate milk during the promotional period. In-store POS is available for display between Sept. 15 and Oct. 31. Additionally, Hispanic POS celebrating “El Día de los Muertos” (Day of the Dead) is available for display through Nov. 1.

The “Official Drink of Halloween” is part of the year-long “Building Strong Families” campaign from MilkPEP. The campaign 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. Additionally, “Building Strong Families” provides support for the Hispanic market with complementary Spanish-language materials for each general market promotion.
Participation in all MilkPEP promotions is easy and free. Processors can sign up online at or by calling the hotline at 800-945-MILK.

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