The Milk Processor Education Program (MilkPEP) is launching "Milk It!," its first advertising campaign aimed at kids ages 9-10.
Developed with Campbell Ewald, the creative targets kids directly. According to MilkPEP's research, 41% of kids say they would drink more milk if they could. Thus, this work is designed to empower kids to ask for milk more often and grab it for themselves when they open the refrigerator.
One spot, to that end, introduces a girl skateboarder who says her ability to soar at the park is attributed to her milk consumption.
Media will run across a variety of kid-focused publishers, including an integrated effort with Nickelodeon as a sponsor of the World Wide Day of Play. It blacks out network programming to encourage kids to get outside and play, as well as additional Day of Play extensions on TV, digital and out-of-home at various events leading up to the Sept. 30 event.
In order to meet kids where they are, media will also run on YouTube, Hulu and Cartoon Network and there will also be an in-school partnership with Scholastic.
MilkPEP, based in Washington, D.C., is funded by a coalition of milk processors committed to increasing fluid milk consumption.