The Breakfast Project logo

(Editor’s note: Dairy Foods invited Julie Buric, Vice President of MilkPEP, the Milk Processor Education Program, to share the organization’s 2012 strategy for boosting consumption of fluid milk. Here is her report.)

MilkPEP kicks off a  multiyear marketing strategy centered around two prime occasions for milk consumption: breakfast at home and post-workout recovery for athletes. This long-term approach will drive volume and value, and maximize continuity, all to change consumer behavior.

MilkPEP has created dynamic campaigns around each occasion and provides processors with research, tools and materials year-round to support local marketing efforts and build long-term strategies. What’s more, all programs will feature a strong Hispanic component and an emphasis on building processors’ presence on social media fronts.

U.S. milk drinkers satisfy more than 50% of their daily milk consumption at breakfast.  So it’s no surprise that when people skip breakfast or grab it on the run, new habits rapidly take a toll on milk consumption. MilkPEP will support the largest volume opportunity by elevating the importance of milk at breakfast.

The Breakfast Project, a  multifaceted umbrella campaign, encourages families to establish a morning routine that includes milk. The goal of The Breakfast Project is to keep the milk and breakfast conversation flowing all year long by creating real-time content and conversation about breakfast at home that you can easily leverage. Our new website,, will serve as a “content hub” or home base for all MilkPEP Breakfast at Home consumer content, including tips, articles, recipes, videos, statistics, celebrities, experts and more. 

Processors are encouraged to integrate the Breakfast at Home strategy into their marketing mix and encourage retail customers to do the same.  MilkPEP makes it easy to maximize the benefits of The Breakfast Project with the following resources:

  • A new social media help line available from 8 a.m. to noon ET five days a week
  • Tools, tips and key learnings on
  • Fresh, engaging content from that processors can use for their own sites and social media channels
  • Art work, style guide, messaging and point-of-sale materials

Processors can also take advantage of new materials and messaging to support other new programs throughout the year.

To support the launch of the national program, MilkPEP will work with News America to provide shelf-talkers in more than 13,000 grocery stores nationwide. In select markets, messaging will be placed on gallons of milk using Box Top Media. Processors can order point-of-sale material for local marketing efforts to build their brands and extend their message year round.

MilkPEP will partner with Kellogg’s to give consumers great savings on Kellogg’s cereals by distributing seven million packages bearing coupons worth $2 off the purchase of two boxes of cereal and two gallons of milk. Families will also have a chance to share a photo of their breakfast and make a donation to a child in need.  This partnership runs throughout the first quarter and crescendos with national Breakfast Week, March 3-10. Additionally, MilkPEP will run mustache ads featuring Kellogg’s iconic characters.