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MilkPEP Kicks Off New 'Breakfast Blitz' Initiative

Jan 16, 2013

The Milk Processor Education Program kicked off its Super Bowl program last week with the launch of a new Milk Mustache ad featuring New York Giants wide receiver Victor Cruz. MilkPEP also began production on its first-ever Super Bowl TV commercial, which will air during the second quarter of Super Bowl XLVII. The ads are part of Milk's Breakfast Blitz, an integrated marketing effort that includes consumer promotions and charitable giving to help kids have better access to a healthy breakfast.

The Victor Cruz ad announced that MilkPEP and Fuel Up to Play 60 are teaming up to offer $250,000 in grants to local school breakfast programs. From now through February 17, consumers who buy milk can vote to help a local school win a $1,000 Fuel Up to Play 60 grant. Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by the National Dairy Council and the National Football League in collaboration with the U.S. Department of Agriculture.

'The Rock' Vocal About Love of Milk

The 30-second TV spot stars Dwayne "The Rock" Johnson, who successfully balances his professional career with his family life, which continues to be his main priority. Created by Deutsch, A Lowe and Partners Company, the ad will demonstrate how including milk's protein and essential nutrients at breakfast helps fuel active, successful days.

"Where better to kick off a new strategy designed to educate American families about the importance of starting your day with milk at breakfast than with one of America's favorite family-friendly actors during one of America's largest family-friendly events," said Vivien Godfrey, MilkPEP CEO. "Dwayne Johnson is a terrific role model and a devoted father who believes in the importance of milk at breakfast for the whole family. He's been vocal about his love of milk and it being a good source of protein in the morning – so we felt he was a natural fit."

Heading to the Big Game

The decision to create a Super Bowl ad stemmed from an intensive, strategic look at milk consumption patterns, consumer trends and the competitive landscape, according to Godfrey. The insights revealed the need to further elevate milk's unique mix of nutrients, especially compared to other beverages, and spotlight the contribution milk makes to a healthy, well-balanced diet – particularly in respect to providing protein at breakfast.

"There's a reason milk has been a family breakfast favorite for decades," said Jim Green, president and CEO of Kemps, LLC, and chairman of MilkPEP. "Americans know it tastes great and pairs well with popular breakfast foods. But our industry research revealed not all are fully aware of the entire nutrient package milk offers, especially protein, which can give you a strong start to the day. In 2013, our efforts are focused on reinforcing that message as broadly and strongly as possible – and the Super Bowl is an effective place to start."

For more information, contact Donna Armstrong, MilkPEP senior communications manager, at or visit


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