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.