MilkPEP Kicks Off 2013 with Big Game Retail Display Contest

The Milk Processor Education Program (MilkPEP) is kicking off 2013 with its first-ever Big Game national retail display contest, “Milk’s Breakfast Blitz,” which offers cash prizes to independent and retail chain stores nationwide.

The contest is part of an integrated national consumer promotion designed to utilize the purchase-driving power of football's playoff and championship season to increase milk sales. Each store enters the contest individually to compete for cash prizes; if at least 10 percent of a chain's stores participate in the contest, the chain could receive additional cash prizes. To be eligible, displays must stay up for at least one week between Jan. 8 and Feb. 17, and meet other requirements as outlined by MilkPEP on the promotion’s website.

The football playoff season is a peak retail opportunity as consumers spend an average of $63.87 to prepare for the Big Game. The contest will provide an opportunity for retailers to leverage the excitement of football season by bringing attention to the dairy aisle and build on existing Big Game efforts to generate incremental store trips and sales of milk.

The promotion is part of MilkPEP's Breakfast-at-Home occasion-based effort designed to drive consumer demand for breakfast at home with milk, and includes free tools and ideas for retailers to carry out this strategy in the dairy case and throughout their stores.

Retailers can order MilkPEP's free Breakfast Blitz Toolkit with POS at gotmilksales.org or create their own homemade signs, football-themed decorations, etc., to deliver the Breakfast-at-Home message. Entries must be emailed to gotmilksales.org by Feb. 28, and winners will be notified by March 29.

Washington, D.C.-based MilkPEP is funded by the nation's milk processors, who are committed to increasing fluid milk consumption.