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MilkPEP
Feed a Childhood

RAN IN: North America

CLIENT
MilkPEP

Lauren Navas, Managing Director
Victor Zaborsky, VP Marketing
Melissa Malcolm, Field Marketing Director

AGENCY
FCB/RED *Lead Agency

Dana Stotts, SVP, Group Management Director
Katie Walsh, Account Supervisor
Allison Slaughter, Account Executive
Kristin Hurley, Associate Art Director
Ciara Panacchia, Creative Director


Weber Shandwick

Krissy Sommerstad, Group Manager
Morgan Quilici, Account Executive


SUMMARY

We learned we could do well for the milk category by doing good for the community. Our campaign got moms who shop at Hy-Vee to donate milk to local families in needand at the same time, reminded her of how milks nutrients can fuel her own kids potential. By asking mom to Feed A Childhood, we drove a sales lift in a category thats been declining since 2010, and delivered over 50,000 gallons of milk to families who needed it the most.

CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: BRANDED CONTENT During;EVENTS During;OOH Pre;OOH During;OOH Billboard;PR Pre;PR During;PR Post;RETAIL EXPERIENCE During;RETAIL EXPERIENCE POP;SAMPLING During;SAMPLING In-Store;SHOPPER INVOLVEMENT During;SHOPPER INVOLVEMENT WOM;SOCIAL MEDIA During

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local

Language: English