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New Campaign Highlights Milk as Secret Ingredient in America's Most-Loved Moments

Jan 30, 2019

A new AI-fueled image recognition study found that milk was one of the most shared foods on Instagram, according to the Milk Processor Education Program (MilkPEP). It revealed that 25 percent of the 2.75 million #food posts shared on Instagram each month include milk, and posts with milk are 25 percent more positive overall.

That’s why MilkPEP launched the “Milk. Love What's Real” campaign this week, reminding Americans of all the ways and places milk helps celebrate what really matters to them.

The new “Milk. Love What's Real” campaign will highlight the realness that milk brings to people's lives – from moms to athletes to kids, and includes TV and digital content as well as shopper and in-store elements. Consumers can share their love for milk on Instagram with #LoveWhatsReal and #Sweepstakes for the chance to win a year's supply of free milk. 

"Moms tell us regularly that they know milk is nutritious – and it is, but the magic of milk is truly in how it makes us feel, and how it's a part of the real moments that truly matter," said Victor Zaborsky, vice president of marketing at MilkPEP. "When we remind them how often milk is at the core of the moments they celebrate for themselves and their families, they recognize just what an important role it plays in their happiness and in their lives."

Watch a 30-second video, “What Really Matters,” that accompanied the campaign launch.


Milk processors with questions may contact Kim Purcell, MilkPEP manager of industry relations, at

Dairy Delivers