The Milk Processor Education Program has teamed with women’s fitness chain Curves to launch a new promotion to get women to drink more milk.
The “Get the Curves You Want” effort, created by Draft Chicago, will launch May 1 and is supported by direct mail, e-mail marketing, a Web site, online banners and point-of-sale materials.
Women age 25-49 are the target audience of the promotion, which offers a two-week trial membership to a local Curves gym to women who bring in two milk caps. TV spots will drive consumers to retail and the 2424milk.com Web site, where they can enter the UPC codes from milk containers for a chance to win a 24-month membership.
Draft’s Interpublic sibling Lowe Worldwide will roll out a TV and print effort for the campaign, and Weber Shandwick will handle public relations.
