Company: Milk Processor Education Program (MilkPEP), National Dairy Council, and Feeding America
Campaign: The Great American Milk Drive
Agency mix: Weber Shandwick (PR, social media); Lowe Campbell Ewald NY (advertising, paid media); FCB (retail checkout programs and events, point of sale, and Web development); and MGS (Hispanic advertising, PR, social media)
In-house team: MilkPEP: Julia Kadison, Victor Zaborsky, Donna Armstrong, Katie DeGenova, and Melissa Malcolm; National Dairy Council: Jean Ragalie, Tab Forgac; Feeding America: Maura Daly, Kelli Walker, Angela De Paul, and Allie Mabbott
Budget: $12.5 million
Milk is one of the most requested items at food banks, so the Milk Processor Education Program (MilkPEP), the National Dairy Council, and Feeding America teamed up to try and solve the issue.
Feeding America helps provide food to more than 37 million people. In a survey, the organization found that 95% of its 202 food banks are in need of more dairy products, explains Maura Daly, chief communication and development officer of the nonprofit.
Through The Great American Milk Drive, consumers are given "an easy way to donate milk" by going online or texting, says Victor Zaborsky, marketing director of MilkPEP.
In addition to TV and digital ads, social media will help increase awareness. Just weeks after its launch in April, 24% of the donations came through social. The organizations will continue to promote content on their social networks throughout the campaign, which will continue to April 2015.
Actor Jesse Tyler Ferguson of ABC’s Modern Family joined the cause to help highlight the milk scarcity problem.
A media buy in April across 14,000 grocery stores showcased the drive. From April 14 to May 26, MilkPEP matched donations of up to $250,000. The campaign message will be amplified four times throughout the year: at launch; during the summer as many kids rely on milk at school for nutrition; back-to-school time; and the holiday season, which is often associated with giving.
The organizations will make more than 50 stops in communities to promote the effort.
"It’s going to take a long time to really make the impact we want and solve the problem, but it’s something we can start to address," explains Zaborsky.