To reignite the milk category and increase dairy-related trust and relevance among consumers, the Washington, D.C.-based Milk Processors Education Program (MilkPEP) announced a new campaign called “Milk. Love What’s Real.”
Inspired by dairy milk’s “unique and ownable role” in consumers’ lives, as well as the insight that people crave authenticity in a world where so much is “fake,” MilkPEP — together with Rosemont, Ill.-based Dairy Management Inc. (DMI) — decided on a central idea of “realness.” Milk has something worth sharing: real food made by real people, MilkPEP said, and contributing so many things that really matter in American’s lives.
“Real milk is the real deal,” said Julia Kadison, MilkPEP’s CEO. “We’re painfully aware there’s increasing competition and changing consumer habits and demands, but milk is still a top choice for so many people because it’s got so much going for it.”
The idea, Kadison said, is to connect people to milk in “real and salient ways,” ensuring they understand the importance milk plays in their lives.
“Over the past year, the community has come together through the Innovation Center for U.S. Dairy to share the story of dairy from farm to table,” said Beth Engelmann, chief marketing and communications officer for DMI. “As we continue to build on the momentum of Undeniably Dairy, our campaign to increase trust and relevance with consumers, we are excited for the partnership and collaboration with MilkPEP under the theme of real.”
The new campaign includes television and digital content, shopper and in-store elements, and social media communications, MilkPEP noted. It will be brought to life by “real voices” reaching critical targets: moms, kids and adult exercisers, beginning with award-winning cookbook author, blogger and host of Food Network show Girl Meets Farm, Molly Yeh.