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810-Lancutar Firming, Saturday, March 9,1996
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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.
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