“Milk Life,” the new $60 million cross-platform campaign, focuses on the protein power of milk, aiming to reinforce milk’s nutritional benefit to consumers. Appetite control, maintaining muscle mass when losing weight or growing older and helping sustain healthy body function are some of the benefits highlighted by recently conducted nutrient research.
Milk Processor Education Program (MilkPEP), which is funded by milk processors, launched the Milk Life campaign to engage consumers and show the important health benefits provided by dairy protein.
While emphasizing the importance of consuming milk, the new campaign also features everyday moments of accomplishment, achievement and enjoyment, according to Feedstuffs FoodLink. The campaign will be delivered through an integrated array of media outlets, along with print advertisements.