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WASHINGTON, D.C. -- To educate consumers on milk’s high-quality protein, the Milk Processor Education Program (MilkPEP) developed a new video series to spotlight the 8 grams of protein in each 8-ounce serving of milk. Lead agency Deutsch Inc. NY, the team behind the Milk Mustache, assisted MilkPEP in creating this new campaign.
"We want to capture America’s attention with a quirky tone and remind them that milk is a good source of high-quality protein," said Julia Kadison, vice president of Washington, D.C.-based MilkPEP. "While most Americans know milk is nutrient-packed, they tend to think of calcium and vitamin D, forgetting that milk is a great-tasting, versatile and natural source of protein as well."
The new "Protein Fight Club" campaign depicts milk in a series of humorous breakfast battles that showcase how its protein stacks up against the competition. The video vignettes, produced by writer and film director Eric Wareheim, feature milk going head to head with some of breakfast’s biggest contenders, including orange juice, an omelet, a breakfast burrito (seen above) and a bagel with cream cheese.
The campaign is also helping Americans stay healthy with a promotion giving away a free gallon of milk every minute for eight weeks, and giving one person each week a chance to win free milk for a year.
The Protein Fight Club campaign was introduced during a recent event at New York’s famous Gleason’s Gym that featured best-selling author and nutritionist David Grotto, WWE Executive Vice President and wrestler Triple H, and his wife Stephanie McMahon -- also a wrestler and WWE executive. During the event, the celebrities discussed the benefits of milk-based protein.