Reinforcing its Breakfast at Home strategy, the Milk Processor Education Program engaged the New York-based ExactCast team to deliver insights that can jumpstart consumption of milk at breakfast.

The ExactCast team is a joint venture between Whitman Insight Strategies, a political polling firm, and Protagonist, an ad agency. The team helped MilkPEP to identify insights that will ultimately drive a turnaround in milk consumption through a tried-and-true technique, called behavioral segmentation, which politicians have used for decades.

Behavioral segmentation identifies three distinct groups of voters for a candidate: the base, the opposition and the swing. Although few mainstream marketers have used this approach, ExactCast and MilkPEP believe it offers a logical way to view consumers and their affinity for products and brands.

MilkPEP invites processors to attend a webinar on April 24 at 3:00 p.m. for an overview of the research results and insights into how the industry can gain votes for milk.

The webinar will reveal where to find high-value prospects for volume growth at the breakfast, as well as sustainable growth and a loyal customer base. MilkPEP will share messaging that will motivate purchase activity and encourage consumers to have and serve milk at breakfast.

• Register for the webinar here.
• Read “MilkPEP’s new strategy to boost sales,” a column by Kikke Riedel, MilkPEP vice president of strategy, research and insight, in Dairy Foods magazine.

For more information on the webinar, contact Donna Armstrong, MilkPEP senior communications manager, at darmstrong@milkpep.org or (202) 220-3518.