The Milk Processor Education Program (MilkPEP), for its Got Milk? Arranca Con Energía Breakfast Project initiative, targeted children and Hispanic families in Houston, Miami and New York City on July 1, June 29 and July 6, respectively, by hosting a series of events for children enrolled in summer camps at YMCAs in the three markets. For each activation day, the MilkPEP folks gave the children breakfast at an interactive cereal bar and hooked them up with an interactive demo with MilkPEP and Olympic athlete and taekwondo world champion Stephen Lopez. After the presentations, MilkPEP gave each child a t-shirt and a temporary tattoo of the Breakfast Project logo. The kids did a milk mustache photo activation and hung out with the Borden Farm mascot, the Borden Cow.
MilkPEP gave each YMCA that participated a check for $5,000 to distribute to low-income families in the area, so they could help kids from those families participate in summer camp and other YMCA programs. More than 1,000 kids had a breakfast with the Program.
“As an athlete, I have benefited from eating the right foods and nourishing my body with the nutrients it needs to perform at its best,” Lopez told Buzz. “To be able to share my experience with future generation of athletes, especially Hispanic athletes, is a great honor for me.”
In addition to the YMCA events, ‘got milk?’ hosted daily promotions on ProyectoDesayuno.com, where three people each day won prized designed to help their families have a fun and active summer. The winner of the grand prize got an all expense-paid trip to the Cayman Islands. Agency: Eventage, South Orange, NJ.