I started a "got milk?" Milk Mustache photo tour to increase our breakfast business and to help improve students' health and nutrition. Kids that eat breakfast in the cafeteria on the scheduled day get their picture taken with a "painted-on" Milk Mustache. Each child's picture is pasted onto a sheet of paper that includes milk facts. All of the individual sheets are attached to a large poster for each school and posted on the "got milk? Wall of Fame." After one week of being on display, each student takes home their photo.
We promoted the program to kids/parents via a take-home flyer, and parents were invited too. We announced the program over the P.A. system in each school in advance of the scheduled day, and also promoted it heavily that day. Plus, we aired "got milk?" TV commercials on the morning of the event via each school's closed-circuit TV system.
We offer a variety of flavors, including lowfat and fat-free chocolate and strawberry milks. Plus, we've made milk more accessible by arranging it on trays so kids can easily grab their favorite flavor.
In the first year, milk consumption increased by 10%. Breakfast participation has increased by 6.5% across the district since the program began. One school more than doubled their breakfast participation overall. Another school even had negative participation, and is now achieving over 5 % participation.
I began the program in 2003 and it is still underway. It continues to grow in popularity, and milk consumption continues to be on the rise as well!
