Marketable Messaging

New campaign calls attention to beverages’ role in weight management.
As obesity remains a top concern for Americans, the Milk Processor Education Program (MilkPEP) has launched a multi-tiered advertising and public relations blitz to open consumers’ eyes in a new way to milk’s role in achieving and maintaining a healthy weight.
Dubbed “Think About Your Drink,” the new program builds upon the power and momentum created by combining weight-loss messaging and the milk mustache “got milk?” advertising. “We expect ‘Think About Your Drink’ to be extremely effective because it provides a fresh way to herald milk’s healthy weight and nutritional benefits while highlighting the news that beverages are often overlooked as a way to manage weight,” says Julie Buric, vice president of marketing for IDFA.
The premier press event January 8 on the National Mall in Washington, D.C., coincided with the release of America’s Beverage Report, a government analysis that documents a national “drink crisis” and demonstrates how beverage choice impacts weight management. Acclaimed journalist and registered dietitian Carolyn O’Neill, along with representatives of the American Dietetic Association, School Nutrition Association and American Academy of Pediatrics, were on hand to discuss the campaign.
At the same time, the MilkPEP public relations team hosted concurrent press conferences in top markets across the country including Atlanta, Boston, Chicago, Dallas, Detroit, New York, Phoenix, Los Angeles, Miami and Minneapolis. These events unveiled the national TV advertising featuring new mom Mariska Hargitay from NBC-TV’s “Law & Order: SVU” (the latest milk mustache spokesmodel) and a promotional campaign starring fitness guru Kathy Smith.
“Think About Your Drink” will be promoted all year using a variety of tactics including print, broadcast and online advertising, an online sweepstakes and retail point-of-sale materials and premiums. Messages will be in English and Spanish. Publicity will include the Milk Mustache Mobile tour, local events and national press releases, all leveraging America’s Beverage Report.
For more information, visit www.milkpep.org.
Food safety & security summit
The 2007 Food Safety & Security Summit, the largest and most established food safety and security expo and conference in North America, will be held March 6 to 8 at the Washington, D.C., Convention Center. The summit provides an ideal venue to bring thousands of industry participants, regulators and lawmakers together to discuss the pressing issues facing the entire industry. This critical event features expert speakers and trainers, and creates a forum for food processors, retailers, food service, academia and government personnel to exchange ideas, find solutions and engage in networking opportunities. It includes intensive educational seminars conducted by industry experts, workshops, social and networking events, and a large exhibit hall featuring the industry’s leading problem-solving vendors. “Protecting the safety and integrity of our food supplies is one of the most critical issues facing the industry today,” says Harry Stagnito, president of Stagnito Communications Inc., which owns the event. “Every year the Food Safety & Security Summit provides and outstanding forum to discuss solutions and bring buyers and sellers together. We are thrilled to be attached to this important event.”  For more information, visit www.foodsafetysummit.com.