milkdelivers.org

Promotion Description

During March, with help from Tyler Florence, celebrity chef and Food Network star, Milk will encourage moms to make dinnertime family time by setting the table with nutrient-rich milk.

Online "Milk the Moment Instant-Win" Game

Milk invites consumers to make the most of family time by offering them instant-win prizes that help them make the most of family moments. 50+ instant winners daily will receive prizing including board games, electronics, outdoor activities and more, to extend family time beyond the dinner table.

Post POS: March 15-April 12

Standard POS Kits will include:

• (1) Promotional Cling
• (1) Promotional Wobbler
• (2) Sustaining/nutritional Channel Strip/Shelf Talkers (non-offer POS)
• (1) Sustaining/value Channel Strip/Shelf Talker (non-offer POS)
• Non-offer POS and Bilingual POS is available

To sign up, call your processor or ADA representative, or call the MilkPEP Hotline at 800-945-MILK.

Additional Integrated Program Support consists of:

• Hispanic Overlay
  • Celebrity POS: Chef and TV host, Maggie Jimenez, helps support the importance of family dinner on bilingual POS
  • Instant Win: Hispanic consumers can enter the instant-win promotion on elligeleche.com
  • Online Contest: Hispanic consumers can tell us how they milk the moment for the chance to win a trip to Miami to meet Maggie
• National Print Ad featuring Tyler Florence
• Online “Milk the Moment” Contest –
  • Asks consumers to tell us a way their family connects at dinner and their tip will be entered for the chance to win a dinner experience with celebrity chef Tyler Florence
• Social Media –
  • @MilkMustache Twitter followers and Milk Mustache Campaign Facebook fans hear about how they can inspire lively table talk at their dinner table, MMM Tour Updates and recipes made with milk
• PR Support –
  • National press release reinforcing the importance of family dinner and milk's role
• Milk Mustache Mobile Tour –
  • Supports the "milk the moment" family dinner theme with Tyler Florence making appearances at a few stops
  • Consumers on-site can enter the Online Contest
  • Click here for more details on the 2010 Milk Mustache Mobile Tour