The program links Nabisco Biscuit Co., Hershey Foods Corp.'s Hershey syrup, Slim-Fast Foods Co., the Idaho Potato Commission, Kraft Foods' Maxwell House, General Mills cereals and others in an April 27 free-standing insert to 56 million households.
The FSI offers recipes and coupons for the brands, suggesting substituting milk for water or other ingredients in preparing food.
"Our involvement in this program is going to be in the $2 million to $3 million range. But the power of our tie-in partners is going to multiply that exposure by five times or more," said MilkPEP Executive Director Kurt Graetzer.
The partners, in addition to participating in the FSI, will include the "Make it better with milk" slogan on their packaging.
For the milk marketing group, increasing consumption could yield substantial benefit.
"If every household one day a week added milk rather than water to instant coffee and made a caffe latte, it would add [up to] $100 million to the bottom line of the milk industry," Mr. Graetzer said.
Point-of-purchase efforts in at least 18,000 supermarkets back the program with displays featuring "Make it better with milk" spokeswoman Cheryl Tiegs. Outside the store, home-and-hearth specialist Martha Stewart will appear in 10 national magazines in April. Like Ms. Tiegs, she will don the ubiquitous milk mustache in the publications, reaching a combined circulation of 46 million to 47 million.
In addition, the June issue of Better Homes & Gardens will carry a 32-page recipe book and tips for including milk in the daily diet, while Gourmet developed a 1997 wall calendar called "Hot Chefs, Cold Milk." The calendar features recipes from five New York chefs and can be ordered via the 1-800-WHY-MILK hot-line number.
Consumers will also be able to order a recipe leaflet by visiting MilkPEP's Internet site (http://www.
whymilk.com/). Bozell, Chicago, is MilkPEP's agency.
But the program's kickoff is only the beginning of "Make it better with milk," Mr. Graetzer said. "This is a truly integrated program, with advertising, promotion, in-store. We think `Make it better with milk' has legs down the road. We can use it with breakfast ideas, drinks, main meals and we can package with other tie-in partners."