(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.