The Milk Processor Education Program has launched two new multiyear marketing campaigns, one focusing on milk’s important role at breakfast, the other promoting chocolate milk as a post-workout beverage, along with a new  website www.gotmilksales.org designed exclusively for retailers.

With data showing breakfast at home is an $8.9 billion growth opportunity, with 51 percent of daily milk consumption occurring during the morning hours, the multifaceted Breakfast at Home campaign provides retailers with a long-term strategy to own this meal-at-home occasion and build customer loyalty.

MilkPEP will support this effort with the “The Breakfast Project,” a national umbrella campaign that encourages consumers to enjoy a breakfast-at-home routine that includes milk. “The Breakfast Project is the cornerstone of the occasion-based strategy to drive volume and value. It is an ongoing campaign to keep the milk and breakfast conversation flowing all year long,” said Julie Buric, MilkPEP VP of marketing. “Retailers can leverage this multiyear campaign by using it as the centerpiece of their Breakfast at Home promotional activities.”

Vivien Godfrey, MilkPEP’s CEO, shed further light on the integrated campaign during an event held earlier this week New York City. “Retailers have really done well [recapturing sales] with the dinner day-part. But again, we want to help retailers own the breakfast period. We can provide them with ideas about how they can do milk promotions and we will also offer coupons to support the effort.

“Milk is a catalyst for a shopping trip,” continued Godfrey, adding that the average basket size doubles from $27 to $59 per customer when milk is purchased.”

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