The group behind the National Milk Mustache "got milk?" Campaign unveiled an all-new, fully-integrated program highlighting that what athletes do after strenuous exercise can make a dramatic difference in how they feel and perform during the next workout. The new REFUEL | "got chocolate milk?™" campaign, backed by a podium-topping team of athletes – including USA Basketball Men's National Team member Carmelo Anthony, twelve-time swimming medalist Dara Torres, five other 2012 USA Swimming Team medal hopefuls, plus 2010 Ironman® World Champion Mirinda Carfrae – shows how refueling with chocolate milk can play an important role during an athlete's after-workout ritual.
MilkPEP wants athletes to make chocolate milk part of their recovery routine and encourages retailers and brands to tap into the $3.3 billion sports-drink industry with the refuel with chocolate milk message.
Dairy Foods invited Julie Buric, Vice President of MilkPEP, the Milk Processor Education Program, to share the organization’s 2012 strategy for boosting consumption of fluid milk.
Welcome to Jim Carper's Dairy Case, a look at the people, processors and products in the news. In this issue: Attitude Drinks, Milk PEP, FDA, Wisconsin Cheese Makers Association, National Ice Cream Mix Association and more.
In 2011, Prairie Farms Dairy, Hazelwood, Mo., decided to incorporate its milk and cultured products into its “Make Tracks at the Zoo” sponsorship at this annual St. Louis Zoo event. (Previously, ice cream items had been the focus of the processor’s participation.)
Goldenrod Dairy, Symsonsia, Ky., took the Milk Mustache Tour to Bowling Green, Ky.’s Diddle Arena for the Kentucky High School Athletic Association’s girls “sweet 16” basketball tournament.
The marketing team at the milk processing arm of Kroger Co., Cincinnati, Ohio, created a themed label for half-gallon jugs of low-fat chocolate milk for its “Chocolate Milk – The Official Drink of Halloween” campaign.
While Sunnyside Farms had previously teamed with its owner Save Mart Supermarkets (a unit of Super Store Industries) on a sponsorship of the Amgen Tour of California, the dairy processor had not put its efforts into promoting solely one product at the cycling event.
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.
Lehigh Valley Dairy Farms, Lansdale, Pa., promoted its chocolate milk offerings in Walmart stores in the Northeast during a month-long “Official Drink of Halloween” program in October 2010.