The multimillion dollar, cross-platform campaign is designed to reinforce how milk’s many nutritional benefits – including high-quality protein – can help ‘power the potential of every day’.
While milk is found in most homes in the US, many Americans don’t realise its full nutritional contributions, especially its high-quality protein. The Milk Life campaign aims to change that.
“We want to make sure that milk is relatable, relevant and meaningful to Americans,” said Julia Kadison, interim CEO, Milk Processor Education Program (MilkPEP). “We love that ‘Milk Life’ has a powerful double meaning. It’s about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best.”
The Milk Life campaign includes print, TV and digital advertising, consumer and retail promotions, public relations and social media. This new phase of advertising from MilkPEP is the first work to come out of Lowe Campbell Ewald’s newly opened New York office.
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