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MilkPEP Stresses Power of Protein with May Milk Life Challenge

May 20, 2015

The Milk Processor Education Program (MilkPEP) kicked off a series of new daily challenges this month as a part of its “Milk Life” campaign. The social media promotion, called the Milk Life Challenge, aims to drive awareness of milk's nutritional benefits and reinforce the campaign’s message about the power of protein in milk. 

“The Milk Life Campaign is all about how milk’s protein can power potential, and the Milk Life Challenge is no different,” said Julia Kadison, CEO of MilkPEP. “We want to inspire people to live their lives to the fullest and challenge themselves every day.”

The Milk Life Challenge is using a familiar deadline – milk's expiration date – to encourage consumers to get involved with the promotion. An expiration date, mimicking the design of a milk product, is issued on each of the challenges to motivate participants and promote the theme.

Milk Life will post a total of 31 daily challenges on its Twitter, Instagram and Facebook channels with the hashtag #Milklife.  Challenges will include themes such as “Like your Bike” on National Bike Week and “Step up your Plate” for breakfast to encourage participants to be active and creative on a daily basis. The challenges are designed to be easy add-ons to daily life, and individuals will be able to join at any time throughout the month. Each participant will have the opportunity to win prizes of free milk.

 Join the conversation and daily challenges with #MilkLife on Twitter, Instagram and Facebook and visit the Milk Life website to learn more about the campaign, which will end June 10.

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

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