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| Industry Promotions WHY MILK? Whymilk.com’s mission is to help educate Americans about the benefits of milk and correct misperceptions about the beverage through the popular Milk Mustache celebrity campaign. GOT MILK?  “The National Milk Mustache "got milk?" Campaign is one of the most recognized and respected advertising campaigns, having earned a place in advertising history. As the "umbrella" campaign for print, radio and TV advertising, as well as public relations, promotions and other initiatives, the "got milk?" message is one that's on everyone's lips across the U.S. Since its inception over 10 years ago, this fun and compelling message has helped boost awareness of the nutritional aspects of milk, and was the impetus to expand the availability of milk to more consumers than ever before.” “The National Milk Mustache "got milk?" campaign is a multi-faceted consumer education effort that reaches different audiences in a variety of ways, from teaching teens about the new flavor variety and convenient packaging, to encouraging moms to use milk in recipes, to taking our health messages on the road with the Milk Mustache Mobile and 3v3 Soccer Shootout Tours.” There is also a Got-milk? Back to School Program that encourages kids to go back to school with milk. Back to top CLUB MILK  “Want to learn more about the got milk? campaign, our celebrity ads, cool contests and great promotions? Then look no farther – Club Milk is the place for you! Club Milk is a members-only group that delivers exclusive content and news, sneak-peeks at our newest milk mustache celebrities and special chances to win at whymilk.com. And, all of this is sent right to your in-box.” SAMMY AWARDS  “Scholar Athlete Milk Mustache of the Year (SAMMY) - The SAMMY award is sponsored by the 'got milk?'/Milk Mustache campaign and USA Today. SAMMY is given each year to 25 high school senior student athletes in recognition of outstanding academic performance, athletic excellence, leadership skills and community service.” NATIONAL DAIRY COUNCIL  “The National Dairy Council® (NDC), the nutrition marketing arm of Dairy Management Inc.™ has been the leader in dairy nutrition research, education and communication since 1915. NDC provides timely, scientifically sound nutrition information to the media, physicians, dietitians, nurses, educators, consumers and others concerned about fostering a healthier society.A professional staff of nutritionists and dietitians is available to answer questions on virtually any topic related to dairy products, nutrition, scientific research, diet and health. NDC also administers grants to independent researchers to aid in the discovery of information about dairy foods and the important role they play in a healthy lifestyle. Through its network of state and regional dairy councils, NDC is recognized throughout the country as a leader in educating school children. Education materials provided by the Dairy Council include brochures, booklets, curriculum aids, posters and other items designed to teach children about food, nutrition, diet and health.” Back to top 3-A-DAY OF DAIRY  “America's low calcium intake is recognized as a major public health problem. To combat this issue, the American Dairy Association and the National Dairy Council, with support from health professional associations, launched "3-A-Day of Dairy," a multi-year, health and wellness campaign. In addition to building strong bones and teeth, recent research shows that enjoying 3 servings of milk, cheese or yogurt - each day as part of a reduced-calorie diet can help people lose more weight by burning more fat than just by cutting calories alone.”24/24 MILK YOUR DIET. LOSE WEIGHT! The 24/24 promotion is based on milk’s role in weight loss. “Including 24 ounces of lowfat or fat free milk every 24 hours as part of a reduced-calorie diet may help you lose more weight and burn more fat than cutting calories alone.” “Milk seems to help by cranking up your body’s ability to burn fat – particularly around the middle.” “Don’t miss the latest promotion from 24/24 to win 1 of 24 trips to the Bahamas. Enter the Wake up in Paradise sweepstakes from January 9 – February 9, 2006. THE GREAT AMERICAN WEIGHT LOSS CHALLENGE  “Take a healthy approach to weight loss with the got milk? Great American Weight Loss Challenge. We've teamed up with registered dietitian Elizabeth Somer, MA, RD to develop a plan to help you meet your personal weight loss goals. It's a program that keeps sight of your health along with your weight. Many people mistakenly dump dairy from their diet when trying to lose weight. But this could backfire. Some studies suggest people who do not consume recommended amounts of dairy could be more successful at losing weight by including 24 ounces of lowfat or fat free milk in a reduced-calorie diet.” Back to top MILK DELIVERS.org  “Milk is the number-one beverage in American homes. But with today's busy lifestyles, consumers spend the majority of their time elsewhere. Studies consistently show that when milk is made available in the places people spend the most time, like work or school, adults and kids alike will choose milk.If you haven't looked at milk lately, look again. Today's milk comes in a more exciting range of flavors than ever before. Appealing grab-and-go packages – including resealable plastic bottles and improved cartons – make milk perfect for schools, vending and foodservice, as well as for retail locations like grocery stores. And, thanks to milk’s updated image, it’s now offered in more places, such as drug stores and convenience stores.” MilkPEP  “The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The International Dairy Foods Association (IDFA) is contracted by MilkPEP to administer processor-funded programming. For more information on the campaign, go to www.milkpep.org.”Back to top TEAM NUTRITION  “Team Nutrition is an initiative of the USDA Food and Nutrition Service to support the Child Nutrition Programs through training and technical assistance for foodservice, nutrition education for children and their caregivers, and school and community support for healthy eating and physical activity.”Team Nutrition's Goal is to improve children's lifelong eating and physical activity habits by using the principles of the Dietary Guidelines for Americans and MyPyramid. USDA ANNOUNCES NEW MYPYRAMID FOR KIDS  In a September 25, 2005 press release “Agriculture Secretary Mike Johanns unveiled the MyPyramid for Kids, a child-friendly version of the new MyPyramid Food Guidance System. This version is intended to reach children 6 to 11 years old with targeted messages about the importance of making smart eating and physical activity choices. “Back to top |