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More milk ad money

Published on .

U.S. fluid milk processors have approved a referendum to expand the Milk Processor Education Program, known as MilkPEP, with a $110 million annual budget. Until now, consumers have known MilkPEP through the "Milk Mustache" print campaign, which had a media budget of $54 million in the past year. Observers expect MilkPEP to expand its media mix with the higher budget appropriation. While "Milk Mustache" has improved consumer attitudes about drinking milk, it has yet to register a noticeable sales gain.

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