April 24, 2013
Actress Salma Hayek Promotes Perfect Protein in Milk
The latest celebrity print ad from the Milk Mustache “got milk?” Campaign features actress Salma Hayek in her morning routine and reinforces the Breakfast at Home strategy by the Milk Processor Education Program. Hayek is preparing a breakfast made perfect with the protein in milk to provide the fuel her family needs for an active and successful day. The ad copy reads simply “Protein Makes Perfect.”
MilkPEP’s Breakfast At Home strategy sets out to defend the 2.7 billion gallons of milk consumed during breakfast at home and to drive milk sales by creating demand with an integrated consumer campaign. The campaign encourages milk consumption as part of a daily routine starting with breakfast at home and positions milk against other beverages as the perfect complement to breakfast.
For retailers, breakfast at home represents a major opportunity worth $8.9 billion in incremental sales in a category worth $28 billion a year, according to Symphony IRI, NPD and a study on meals occasions by Coca Cola Retail Research Council.