The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk companies, and dedicated to educating consumers and increasing consumption of fluid milk. MilkPEP activities are led by a 20-member board and monitored by the U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service.
MilkPEP’s robust campaign efforts aim to increase awareness for milk’s nutritional benefits and safeguard milk’s reputation against competitive claims and anti-milk messages that impact consumers’ purchasing decisions. MilkPEP’s groundbreaking programs include:
got milk?: This year, the industry is bringing forward “got milk?”. Not to return to the past, but to bring forward this iconic tagline and product in a refreshed world where milk is undoubtedly essential and top of mind among consumers – and where the category’s momentum is on an upward trajectory.
Milk. Love What’s Real, a fully-integrated campaign designed to remind Americans of all the ways and places milk helps celebrate what really matters to them. The campaign is built upon a new brand promise: to inspire people to savor what’s real and what really matters.
BUILT WITH CHOCOLATE MILK, a long-term, multi-million dollar, multi-channel program to inspire athletes to perform at their best and recover with lowfat chocolate milk.
Milk It! Kids Campaign, a powerful strategy to connect directly with kids, reminding them to choose milk because of its combination of great taste and nutrition, and reinforcing how milk helps them to be their best every day.
Team USA Sponsorship, a five-year partnership that puts milk on the world stage with so many important and beloved American brands, and lends new consumer relevance that the milk category can benefit from for years to come. As a proud sponsor of Team USA, the milk category is tapping into the power of the U.S. Olympic and Paralympic marks, aspirational athletes with real milk stories, as well their trainers, dietitians and moms – who all understand the important role milk plays in their lives and their success.
MilkPEP’s Hunger Relief Efforts stem from a partnership between the nation’s milk companies, dairy farmers and Feeding America, to address the critical need for nutrient-rich milk in America’s food banks.
Through these long-term, strategic campaigns, MilkPEP offers turnkey tools and resources that brands can put into action to engage consumers across its programs and help drive sales. MilkPEP is uniquely positioned to drive positive category messages to benefit all processors and the category as a whole.
By driving receptivity to milk in general and defending brand messages while tackling tough issues, MilkPEP is committed to driving milk consumption, changing consumer behavior, and rebuilding consumers’ confidence in milk in collaboration with the united dairy industry.