The Milk Processor Education Program (MilkPEP) is conducting a marketing campaign encouraging consumers to drink milk to make up for the lack of nutrients in the their diets. Draftfcb Chicago executed the effort, launched January 11, along with partner Interpublic Group agencies.
The "Pour One More" effort is also supported by the launch of a mobile website, m.whymilk.com.
The campaign includes an instant-win promotion in which 120 consumers – four per day for a month – will win free milk for a year. It also has point-of-sale, e-mail and digital promotions to urge consumers to enter the game through the mobile site or by texting. After they enter, consumers are asked if they want to receive text updates from MilkPEP. The effort also includes print and TV ads.
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