MilkPEP Offers Retail Feature Incentive Program

WASHINGTON — In conjunction with its “National Refuel With Chocolate Milk” marketing campaign that launched this month, the Milk Processor Education Program here has announced that it will begin offering retailers a Feature Incentive Program beginning in May.

The Refuel With Chocolate Milk campaign promotes chocolate milk as a healthy and relatively inexpensive beverage with an ideal mix of protein, carbohydrates, electrolytes and other nutrients to help replenish athletes after exercise.

MilkPEP, which is best known for its “got milk?” campaign, has already launched a series of consumer ads featuring professional athletes including Carmelo Anthony of the New York Knicks, and members of the USA national swim team. The taglines “My After” and “got chocolate milk” are paired with evocative ad copy, explaining how chocolate milk helps athletes refuel.

“Post-workout is a new usage occasion for milk and a great opportunity for retailers to drive incremental sales of chocolate milk, build brand loyalty and bring lapsed adult milk drinkers back into the fold,” Julie Buric, vice president of marketing of MilkPEP, explained in a release. This year, chocolate milk will be named the “Official Refuel Beverage” of USA Swimming, Lifetime Fitness, the Ironman triathlon, the Rock N’ Roll Marathon Series and the Challenged Athletes Foundation.

The free feature incentive program will run from May 15 through June 30. Interested supermarkets must sign up by April 17 by contacting their local processor, calling 800-945-MILK or visiting gotmilksales.org.

The website offers free POS materials and other resources for retailers.