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.