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Mom As Chief Health Officer

Promotion Period
POS kits in store May 11-June 11, 2008

Enrollment Deadline
We must receive your order by January 15, 2008.

Promotion Description
Mom as Chief Health Officer is just in time for summer, when kids will be home from school. Hitting retail stores Mother’s Day 2008, this promotion targets moms, helping them make healthy decisions when it comes to their family’s milk consumption. POS materials direct mom online to 2424milk.com where, by entering her milk UPC information, she has the chance to win the title of “Chief Health Officer,” and take home a $100,000 executive salary.

This program is designed for Key Accounts, Retail, Mass Merchandiser, Grocery, Independent Grocer, C Store, Drug Stores. It features POS materials – Monster cling, 3 clings and 3 channel strips.

Program Support
In addition to POS materials, MilkPEP will be supporting the program with

Public Relations:

Mother’s Day Kick-off:
Gives consumers an opportunity to nominate Mom as local “Chief Health Officer.”
The Milk Mustache Mobile Tour runs May – September 2008
Generating support in 75 markets across the country.

Advertising:

National television and print advertising running May-June 2008.
Online sweepstakes at 2424milk.com (link to 2424milk.com) May 11-June 11, 2008

Hispanic initiative, “Super Mamá” features POS and print advertising and runs May-June 2008.

How to Participate

Don’t miss out! Contact your milk processor or ADA representative now and ask them to sign you up. Deadline for sign up is January 15, 2008.

Retail Key Dates

Sign-up Deadline: January 15, 2008

Sample Kits begin shipping: April 14, 2008

POS begin shipping: April 21, 2008

POS in store: May 11-June 11, 2008

Questions? Call 1-800-945-Milk

New year long campaign targeted to women, mothers and athletes.
Grocery: Click here
Drug & C-Store: Click here

The Music to Move You – New for the ’07/’08 School Year. Posters, Clings and Banners encourage teens to drink more milk. Materials ship automatically to your school. Read more

Halloween 2007
It's back! Retailers: Chocolate Milk - the Official Drink of Halloween promotion is back, just in time for increased sales. Find out more.

Body by Milk!
Coming to your school Fall 2007! The Body By Milk program connects teens, milk and healthy lifestyles. Find out more!

Did you know that
milk is the number one source of several key nutrients in a teen's diet – including calcium, phosphorous, magnesium and potassium? And, flavored milk provides less than 2% of total added sugars in teens' diets?

To learn more about milk's role in good nutrition, click here.

Quench Kids' Thirst for Milk:

Check out these tips especially for schools. Hold your own Milk Mustache event! Click here to see how!
See how St. Louis Schools increased Milk sales almost 20%. Click here.