Marketing tent with students
An on-site event at a high school educated students about the value of drinking milk at breakfast.

To encourage more milk consumption among high school students, Producers Dairy Foods, Fresno, Calif., partnered with the California Milk Processors Board for its second annual three-week Got Milk? Breakfast Challenge. Fresno Unified School District high schools were invited to participate in the contest. At stake was a $3,000 prize for the school that increased milk consumption at breakfast the most.

The campaign kicked off with a rally and press conference held at the previous year’s winning school. Marketing coordinator Cindy Layne, Fresno branch manager Patrick Kelly and route supervisor Sonny Gonzales worked a booth, handing out “got milk?” posters, cups, folders, buttons, stickers and zipper pulls. They served samples of low-fat white, chocolate and strawberry milk.

Richie Shehadey, Producers’ director of sales and marketing, discussed the importance of eating breakfast and incorporating milk into one’s diet.

The winner, Sunnyside High School, increased consumption 13%. The $3,000 check was presented during a Producers Dairy Day celebration. The dairy provided milk and ice cream for the students, who received prizes such as “got milk?” duffel bags, hats, shirts, soccer balls and more.

This promotion was the winner in the School Milk category.

“The students learned about the importance of eating breakfast and how it affects them throughout the day,” Layne said. “While media coverage amplified the important message about breakfast, the program also strengthened the dairy’s relationship with the school district and individual schools.”