The Milk Processor Education Program is bringing back its successful Latte Love campaign to encourage women to develop a routine of making lattes at home so they will continue using milk throughout the day. Why lattes? Research shows that latte drinkers who already make lattes for themselves at home are more likely to make other coffee drinks using milk at home. Even better news for dairy consumption: women who make lattes at home are generally more avid milk drinkers than those who only buy lattes outside the home.
"Our latte strategy is about more than encouraging women to drink coffee," said Julie Buric, MilkPEP vice president of marketing. "We see the latte as an entry point into the home. Milk added to foods and beverages or consumed as part of other stand-alone beverages makes up 40 percent of total milk volume."
This year's program began last week and will run until October 7. The consumer promotion will award a new Keurig brewing system every day and a "Latte Love Essentials" kit every hour to participating consumers.
For more information, contact Melissa Malcolm, MilkPEP field marketing manager, at firstname.lastname@example.org or 443-686-1334.