MilkPEP kicks off 2013 with Big Game retail display contest
The Milk Processor Education Program (MilkPEP), Washington, D.C., said it is kicking off 2013 with its first-ever Big Game national retail display contest, which offers cash prizes to independent and retail chain stores that create attention-getting displays to remind shoppers that nothing gets them ready for their Big Game better than breakfast with milk.
The contest is one element of an integrated national consumer promotion designed to use the purchase-driving power of footballs playoff and championship season to increase milk sales, MilkPEP said. Each store enters the contest individually to compete for cash prizes. If at least 10 percent of a chains stores participate in the contest, the chain could receive additional cash prizes. To be eligible, displays must stay up for at least one week between Jan. 8 and Feb. 17, and meet other requirements as outlined by MilkPEP at gotmilksales.org.
The football playoff season and the Big Game are a peak retail opportunity, MilkPEP said, with consumers spending an average of $63.87 to prepare for the Big Game (according to information from the National Retail Federation). Additionally, milk is the third most consumed beverage during the championship game, even though retailers generally do not promote around it. This contest is an excellent opportunity for retailers to leverage the excitement of football season by bringing attention to the dairy aisle and build on existing Big Game efforts to generate incremental store trips and sales of milk.
The promotion is part of MilkPEPs Breakfast-at-Home occasion-based effort designed to drive consumer demand for breakfast at home with milk, and includes free tools and ideas for retailers to carry out this strategy in the dairy case and throughout their stores. The Big Game football-themed milk at breakfast displays can be built in the milk case or secondary locations throughout the store, MilkPEP said. The displays must focus on breakfast with milk and build on messages provided by MilkPEP in the contest rules.
Retailers can order MilkPEPs free Breakfast Blitz Toolkit with POS at gotmilksales.org, or they can create their own homemade signs, football-themed decorations, etc., to deliver the Breakfast-at-Home messages, MilkPEP said. An Idea Sheet featuring extensions and ideas of how retailers can maximize this national promotion also is available at gotmilksales.org. Entries must be emailed to gotmilksales.org by Feb. 28, 2013, and winners will be notified by March 29, 2013. To enter and review contest rules, visit gotmilksales.org.