Next year’s plan continues this year’s themes: serve milk at breakfast and drink chocolate milk after working out.
In 2013, MilkPEP will build upon the momentum created in 2012 with the introduction of our multiyear marketing strategy centered around two prime occasions for milk consumption: breakfast at home and post-workout recovery for athletes. The continuation of our long-term occasion-based approach will generate excitement for milk, drive volume and value, and maximize continuity, with the ultimate goal of changing consumer behavior.
To kick off our 2013 Breakfast-at-Home program, we’re using the biggest game of the year — the Super Bowl — as a platform to deliver the breakfast at home with milk message. Designed to leverage the NFL play-offs time period, and the excitement around Super Bowl XLVII, the Breakfast Blitz program offers both processors and retailers a unique opportunity to market milk during the very lucrative Super Bowl time frame. Historically, milk is not marketed as a Super Bowl beverage, but as the second most-consumed beverage on Super Bowl Sunday, milk offers retailers a great opportunity to bring spill over dollars from the rest of the store to the dairy aisle.