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National Milk Mustache “got milk?” Campaign and Taye Diggs Team with Kellogg’s to Support the Share Breakfast Program

March 8, 2013

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Kellogg’s will feature milk and breakfast side-panel messaging on 50 million cereal boxes.

Source: Milk PEP

Taye Diggs adIn honor of National Breakfast Week, MilkPEP’s National Milk Mustache "got milk?®" Campaign is partnering with Kellogg’s® and Action For Healthy Kids® to help share breakfast with milk with children in need as part of the third annual Share Breakfast™ program.

During National Breakfast Week, March 4-8, Kellogg’s will feature milk and breakfast side-panel messaging on 50 million cereal boxes and distribute approximately 7 million coupon booklets in specially marked packages, offering $2 off the purchase of two boxes of Kellogg’s cereal and two gallons of milk. In addition, Kellogg's will donate breakfast to a child in need with every coupon redemption.

"Partnering with Kellogg’s for the Share Breakfast program is a natural fit for the "got milk?" Campaign because our focus is on inspiring Americans to eat a healthy breakfast each day," said Victor Zaborsky, marketing director at the Milk Processor Education Program (better known as MilkPEP).

MilkPEP launched its Breakfast at Home occasion-based marketing strategy in 2012 and is continuing this focus in 2013 and beyond. National Breakfast Week is the perfect time for retailers to bring the breakfast-at-home strategy to life in-store and remind shoppers of the importance of a good breakfast with milk every day.

Eating a good breakfast that includes milk -- like in a bowl of cereal-- gives kids high-quality protein, other nutrients and energy they need to fuel active successful days. Unfortunately, nearly one in five kids across our communities goes without breakfast every day¹. In fact, research shows that breakfast can help kick-start a child’s metabolism, energy and focus for learning² and can help set them up for a more successful day.3'4

Together, cereal and milk is a leading source of 10 nutrients important to growing bodies, and when you pair milk with a fiber-rich whole grain cereal, it can provide all four of the nutrients Americans are missing most - calcium, potassium, vitamin D and fiber. Every 8-oz. glass of milk contains nine essential nutrients, including calcium, vitamin D, potassium and eight grams of high-quality protein.

Supporting the effort is actor and father Taye Diggs, who today unveiled his first-ever Milk Mustache ad to showcase the significant role breakfast with milk plays in his life. While Diggs has shared the stage and screen with some of Hollywood's biggest names, none compare to his Milk Mustached costar in the ad -- son Walker, age three.

"Starting every day with milk and cereal is an important part of my daily routine," said Diggs. "It helps me start the day right with protein and other nutrients and the energy I need to manage my hectic schedule, whether I’m playing with my son or on set. I’m honored that my Milk Mustache ad will help support the Share Breakfast movement, making it easy for families everywhere to join in the effort to provide 1 million breakfasts to kids across the country who might otherwise go without."

In the ad, Diggs and Walker are shown giggling over a breakfast of milk and cereal. The ad copy reads "Sharing a moment, among other things. A breakfast of cereal and milk delivers powerful nutrients, including high-quality protein that your family needs to start every day. A fact worth sharing. got milk? Nourish every day."

How Retail Shoppers Can Join the Share Breakfast™ Movement

For every view, share, tweet and comment, the national Milk Mustache "got milk?" Campaign and Kellogg's will share breakfast with children in need - with the ultimate goal of sharing 1* million breakfasts with kids who might otherwise go without.

Families across the country can share a breakfast with a child in need by simply:

1. Viewing the Milk Mustache ad with Taye Diggs and his son Walker on;

2. Liking or commenting on the Share Breakfast Facebook page;

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