The Milk Processor Education Program has engaged Draft Chicago to help it launch a Web site, www.2424milk.com, as part of a promotion it is running this summer to promote milk as a way to lose weight and enhance health.
The Web site is part of a larger advertising and promotion campaign MilkPEP is running to promote the health and potential weight-loss benefits of milk. Draft sister agencies Lowe Worldwide in New York and Weber Shandwick in Chicago are handling other advertising and public relations aspects of this campaign.
The budget was not revealed.
MilkPEP, based in Washington, D.C., is funded by U.S. milk processors.
The first wave of the effort began appearing in stores nationwide June 1. More than 12 million “24/24 Weight Loss Guides” will be distributed via an in-store promotion inviting consumers across the country to add milk to their diets.
Users logging onto the site can get the guide for $1.25 by printing out a mail-in coupon. The names of people ordering the guides online will be retained for future opt-in promotions, said Draft spokesman Eric Edge.
The guide, free with any milk purchase, shares the science behind the weight-loss claim and provides information on how to incorporate milk into a healthy lifestyle. It features an exercise section from the editors of Shape magazine, and offers over $200 in coupons for health-related products and services.
The second wave of the promotion is a sweepstakes that will give away 24 VW Beetle convertibles in 24 days during July and August.
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