MilkPEP Kicks Off Campaign to Highlight Benefits of Milk
Aug 26, 2013 (Close-Up Media via COMTEX) --
To educate consumers on milk's high-quality protein, MilkPEP and lead agency Deutsch, Inc. NY, the team behind the iconic Milk Mustache, developed a new video campaign to spotlight the 8 grams of protein in each 8 oz. serving of milk, according to a release.
The Protein Fight Club campaign puts the spotlight on protein by depicting milk in a series of humorous breakfast battles that showcase how its protein stacks up against the competition and can help win each day.
The video vignettes produced by writer and film director Eric Wareheim will live on TV and online. Vignettes feature milk going head-to-head with some of breakfast's biggest contenders, including orange juice, an omelet, a breakfast burrito and a bagel with cream cheese.
"We want to capture America's attention with a quirky tone and remind them that milk is a good source of high-quality protein," said Julia Kadison, vice president, MilkPEP. "While most Americans know milk is nutrient-packed, they tend to think of calcium and vitamin D, forgetting that milk is a great-tasting, versatile and natural source of protein as well."
MilkPEP said the Protein Fight Club campaign is also helping Americans win their own breakfast battles with a promotion that gives away a free gallon of milk every minute for eight weeks, and giving one person each week a chance to win free milk for a year. The promotion is designed to encourage Americans to get into a healthy routine by starting each morning with milk's high-quality protein.
MilkPEP added that while many Americans are looking to add more protein to their diets, breakfast is the meal they are least likely to seek out this important nutrient, and, yet, it may be the most important. Experts recommend including 20-30 grams of protein at each meal rather than in one large amount, but adults are getting only 10-12 grams of protein at breakfast.
From muscles to hair, bones to teeth, MilkPep said, the body needs protein to be strong and healthy. Milk is a natural source of high-quality protein to build muscle, calcium to strengthen bones, and B vitamins for energy. Milk is a breakfast powerhouse, packed with 9 essential nutrients in each glass.
The Milk Processor Education Program (MilkPEP) is funded by the nation's milk processors, who are committed to increasing fluid milk consumption.
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