Milk is taking a new approach in the breakfast wars.
In a just-released campaign, dubbed "Protein Fight Club," the Milk Processor Education Program pits milk against popular breakfast options like orange juice, such as an omelet, a breakfast burrito and a bagel. The goal is to educate consumers' about milk's protein content, but also to remind them that it's portable and convenient.
Though more than half of milk is consumed during breakfast, there's opportunity to increase consumers' intake, said Julia Kadison, VP-marketing at MilkPEP. Many consumers, she noted, are trying to add more protein into their diets.
"What they don't necessarily understand or know is that it's important to get protein throughout the day. Most backload at the end of the day," Ms. Kadison explained. "Getting protein at breakfast in the beginning of the day is important."
The spots, created by Deutsch, New York, highlight the eight grams of protein in each 8 oz. serving. In one spot, an omelet is messily crammed into a travel mug, while milk is simply poured in -- milk is declared the winner in that particular bout.
"When most Americans think about milk they think about calcium and vitamin D. Protein is not always associated with milk," Ms. Kadison said. "'Protein Fight Club' brings that home in a funny way. We want to make sure we capture consumers' attention."
MilkPEP is broadening its target consumer beyond Mom with this campaign. Ms. Kadison says she sees opportunity to also appeal to dads, teens and tweens.
She declined to share how much MilkPEP is spending on the campaign, though she said it's slightly more than the group spent in second-half marketing activities a year ago.
In a nod to the "Fight Club" theme, the campaign kicks off this week with an event featuring World Wrestling Entertainment personalities at a New York boxing gym. The campaign includes TV and digital video, as well as social media and a milk giveaway promotion. The long-running milk mustache campaign will continue to run in print through the end of the year.