Last year, the California Milk Processor Board (CMPB) launched the “Fueling a Better Future” strategic platform to remind families that a strong foundation built with milk can help them create the best future possible.
Now, CMPB and its Hispanic agency Grupo Gallegos are introducing the "Milk & Art Contest," a social media component that falls under this broader campaign. Although CMPB has worked with its general market agency Goodby, Silverstein & Partners, part of the Omnicom Group since 1993, the San Francisco shop was not involved with this particular contest.
The Facebook contest encourages moms and kids to create and submit an original piece of art created from a milk container for a chance to win up to $2,000 to kickstart a college fund. Submissions are now open at www.facebook.com/tomaleche and will continue to be accepted through Tuesday, June 9th.
"We want to increase consumption of milk by encouraging mom and kids to interact with a jug or carton of milk, driving sales by making milk a part of quality time between mom and child," says Marty Orzio, Chief Creative Officer at Grupo Gallegos. "At this particular time, the school year ending, and we know that moms are looking for activities to keep their kids entertained."
CMPB is partnering with Latina mom bloggers across California who will help promote the contest by sharing videos featuring their own milk art project. Twenty bloggers, both Spanish language and bilingual, were selected to participate. The contest will also be promoted on the Toma Leche Facebook page with a “How It Works” video as well as Facebook advertising.
Agency executives say that this campaign's concept enables them to micro-target their particular demographic. "First of all, Facebook allows us to really target our moms in California, who are very active here," says Orzio. "The medium allows moms to easily see what other moms and kids are doing. Besides that, Milk already has a presence on Facebook."
Steve James, Executive Director of CMPB, said of the effort that “The Milk & Art Contest provides a wholesome family activity that reminds mom of the nutritional importance of milk."