fi .vstiwwa .pflimiel tatesonsJ 810-Lancutar Firming, Saturday, March 9,1996 ,\U 1 A TOWSON, MD Mid- Atlantic school children and their parents ste getting the good news about milk in a new way a big, blue, furry way. "That Milk Thing,” a captivating and enter taining children’s character, is the dairy industry’s new mascot created by the Middle Atlantic Milk Marketing Association (MAMMA). The MAMMA milk mascot is campaigning for increased milk sales in elementary schools and on television. The 1996 television spots are running on selected family-oriented shows. “That Milk Thing” is the cornerstone of MAMMA’S Kids Marketing Program, an extensive promotion effort aimed at youngsters, ages 6-11 years old. The program, which has been in development for the past three years, has one goal to persuade children to make milk their beverage of choice, both in school and at home. The entertaining character has already achieved some success enhancing milk consumption among many youngsters. On the pilot tour of several schools in Baltimore and in Philadelphia. “That Milk Thing” helped to increase school breakfast partici pating by as much as 52 percent. During an in-school assembly, the mascot performs an exciting and entertaining skit to teach children the importance of drink-» ing milk, eating breakfast and get ting a good education. The music, the sound effects and comedy make it fun for the children to leant how eating a good school breakfast improves their ability to learn. “That Milk Thing” has just He’s big, he’s blue, and he’s lovable. The zany new milk mascot uses music and song In a hilarious show created to build school children's enthusiasm for drinking milk, eat ing breakfast and getting a good education. MAMMA’S new television commercials featuring “That Milk Thing” are now airing on selected family-oriented .shows. id $ & ‘That Milk Thing’ Campaigns To Increase Milk Sales Am Children completed a successful school tour of Baltimore City schools and is embaikig on a 30-school tour for the School District of Philadel phia. More than 60,000 children in Baltimore City are participating in MAMMA’S “I Love Milk” con test The more than 112,000 stu dents in the School District of Phi ladelphia are taking part in their third annual “I Love Milk at Breakfast” promotion in that school district. What began several years ago with school assemblies sponsored by MAMMA, has evolved into a massive campaign to reach kids and their gatekeepers. Gatekeep ers include parents, teachers, prin cipals, and school food service staff. These adults are an impor tant audience for MAMMA because they determine what beverages are made available to children. Persuading these adults to purchase milk is essential to the success of MAMMA’s Kids Marketing Program. MAMMA’s dairy farmer board of directors recendy approved the following program elements for„ 1996: television advertising aimed at children and gatekeepers: Publ ic Service Announcements to publicize school meal programs; “I Love Milk” school contests; milk mascot school assemblies; Milk School Seminars for cafateria employees; in-school promotional materials; partner ships with corporations; and milk friendly educational videos for school children. MAMMA, the regional affiliate of Dairy Management, Inc., is the non-profit dairy promotion and marketing oiganization funded by more than 5,000 dairy farm family members in the Mid-Atlantic area. “That Milk Thing,” the Middle Atlantic Milk Marketing Association’s new milk mas cot, makes learning about nutrition exciting. Recently, some Baltimore elementary school students learned about the importance of eating a healthy breakfast everyday a healthy breakfast always Includes milk. or*ie
Significant historical Pennsylvania newspapers