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.