Milk Processors Education Program (MilkPEP)

Julia Kadison - VP, Consumer Mktg.
Victor Zaborsky - Mktg. Director

Draftfcb *Lead Agency

Gigi Carroll - Group Creative Director
Francis Coyne - Director, Strategic Planning
Lindsey Eckwall - Assoc. Art Director
Lauren Hystead - Assoc. Copy Writer
Mridul Joshi - Consumer Intelligence Strategist
Phil Meyer - Assoc. Creative Director
Robin Reeves - Mgmt. Director

Deutsch Inc.

Weber Shandwick

Adult woman love their lattes. And lattes contain twice more milk than coffee! To boost retail sales, we inspired shoppers to rethink their lattes and showed them an easy way to make them at home. POS intercepted shoppers in the milk and coffee aisles across 13,000+ stores with a 3-step recipe, a QR-code for a how-to video, and a mobile call-to-action. Digital, PR, advertising, and social media drove consumers to the Facebook app for more recipes and an hourly sweepstakes. The campaign results exceeded the sales goal by 47%.