Dairy Industry Backs First Lady's 'Let's Move' Effort
The dairy industry interrupts its regularly scheduled "milk moustache" campaign to bring you an ad in support of First Lady Michelle Obama's "Let's Move!" program to combat childhood obesity.
"We share the concern that childhood obesity is a problem in the U.S., and the world," Julia Kadison, vice president of marketing for the Milk Processors Education Program (Milk PEP), tells Marketing Daily. "We want to emphasize milk as part of the solution."
A print advertisement touting the program will run in USA Today, The New York Times and the Washington Post on March 1. Against a background image of kids playing, the ad touts the program, which -- among other things -- encourages kids to substitute soda and sugary drinks with water or skim milk.
"The program recommends small changes that add up," reads the ad. "We were glad to hear that one of those changes includes drinking fat-free milk. Milk has nine essential nutrients to help kids be healthy. Eating right, drinking milk and being active for at least 60 minutes a day can help kids maintain a healthy weight. That's why we encourage kids to 'fuel up to play 60.'"
The first lady's program dovetails with Milk PEP's 2010 marketing focus, which is to help moms give their kids enough nutrition via milk, Kadison says. "We just wanted to thank [Michelle Obama] and salute her as well as moms across the country," she says.
Milk PEP is the marketer behind the famous "milk moustache" ads that feature celebrities sporting the telltale sign of having drunk a glass of milk. Although this is the third ad in recent months to diverge from that 15-year-old campaign, the organization is not taking a step away from it.
"That's a great ad campaign. It's something we've been doing for 15 years, and it will continue to be the primary platform for our print advertising," she says. "[But] sometimes there are messages we want to get out that don't have to do with celebrity advertisements."
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "Dairy Industry Backs First Lady's 'Let's Move' Effort"
Leave a Comment