'got milk?®' And Fuel Up To Play 60 Kick Off 'Breakfast Blitz' To Fuel America's Mornings With Milk

NFL Wide Receiver Victor Cruz Joins Team to Highlight How Milk's Protein in the Morning Helps Him Tackle His Day

Jan 08, 2013, 08:00 ET from National Milk Mustache "got milk?" Campaign

NEW YORK, Jan. 8, 2013 /PRNewswire/ -- Every day is game day, and breakfast helps set the tone. One of the best ways to be sure your family has the energy and valuable nutrients it needs to tackle the day is by serving milk at breakfast, yet more than half of America's teachers regularly see kids who come to school hungry because they aren't getting enough to eat at home. This year, the national Milk Mustache "got milk?®" Campaign is partnering with Fuel Up to Play 60 – the National Dairy Council and National Football League's in-school nutrition and physical activity program that is in more than 73,000 schools nationwide – to tackle the problem with a national effort to help fuel American families for active and successful days.  

(Photo: http://photos.prnewswire.com/prnh/20130108/CG38669)

Starting the day right with a good breakfast can help kids tackle the day, and protein in the morning can help. With eight grams of high-quality protein in every 8-oz. glass, milk at breakfast is a delicious, easy and affordable way to send your kids out the door with what they need to start the day off right.  Other beverages simply can't match the power of milk.

Eating a good breakfast helps kids be at their best in the classroom, but many go to school hungry and are missing out on the many benefits breakfast offers. To help give kids greater access to a healthy breakfast, the "got milk?" Campaign and Fuel Up to Play 60 are teaming up with New York Giants wide receiver – and Super Bowl XLVI champion – Victor Cruz.

Cruz today unveils his first-ever Milk Mustache ad in support of the Breakfast Blitz program. The program will drive awareness of the importance of breakfast to help fuel American families' mornings and raise funds to support healthy breakfasts in local schools through Fuel Up to Play 60.

Known for his end-zone moves, Cruz learned more than just the Salsa from his grandmother at a young age. He knows setting a routine that includes milk in the morning is an easy and delicious way to help set the stage so you can be your best – on and off the field.

"Living a healthy lifestyle was important when I was growing up, and I credit it with helping me get to where I am today," said Cruz. "It's something I'm teaching my daughter now, even though she's very young. We make sure every morning includes milk. The Breakfast Blitz program helps fund healthy breakfasts in schools. Nothing else sets you up for a great day like a morning meal with milk."


This year, America's Milk Processors will make $250,000 in grants to schools across the country to help give kids greater access to a healthy breakfast through a partnership with Fuel Up to Play 60. Now through February 17, when you buy milk you can vote to help direct a $1,000 Fuel Up to Play 60 grant to a local school. Visit www.MilkMustache.com to enter your UPC, vote for a school and enter to win prizes, including tickets to Super Bowl XLVIII in 2014.


The Breakfast Blitz program supports The Breakfast Project, an effort launched last year to help makeover America's mornings by highlighting the importance of a morning meal with milk. This year's program will provide consumers with recipes, tips and tricks to help them tackle each and every day by starting with milk in the morning.

  • New content on MilkMustache.com throughout the month of January
    • Facebook.com/MilkMustache and @MilkMustache will deliver new, exciting content – from recipes and tips to ease morning chaos to fun football-themed activities for the whole family – to help set up Americans for more active, successful days.
  • New "got milk?" Milk Mustache Super Bowl print ads
    • Pregame ad, featuring a key player on each of this year's Super Bowl-bound teams, to be unveiled in New Orleans leading up to the game.
    • Postgame ad, featuring the player from the winning team, to run in USA Today the morning after the game.


Milk is a breakfast superfood – each glass contains 9 essential nutrients, including 8 grams of high-quality protein. It's the top source of calcium, vitamin D and potassium in our diets.

Whether at home or at school, breakfast helps kids be at their best in the classroom and on the playground. A good breakfast, with milk, gives kids nutrients and energy they need to fuel active successful days. Studies show that breakfast eaters have better scores on math, reading and standardized tests; are better able to pay attention; and have fewer absences and incidences of tardiness, compared to breakfast skippers.

About the National Milk Mustache "got milk?"® Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the National Milk Mustache "got milk?"® Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. The Breakfast Project was created to help make over America's mornings. It's a movement to celebrate breakfast and encourage healthier choices like milk in the morning. The Breakfast Project aims to demonstrate the value of a good breakfast for all, and inspire more Americans to start their day with a healthy breakfast that includes milk. For more information, go to www.milkmustache.com or Facebook.com/MilkMustache. Deutsch, A Lowe and Partners Company, is the creative agency for the National Milk Mustache "got milk?®" Campaign.

About Fuel Up to Play 60

Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by National Dairy Council (NDC) and National Football League (NFL), with additional partnership support from U.S. Department of Agriculture (USDA). The program encourages youth to consume nutrient-dense foods (low-fat and fat-free dairy, fruits, vegetables and whole grains) and achieve at least 60 minutes of physical activity every day.

Fuel Up to Play 60 is designed to engage and empower youth to take action for their own health by implementing long-term, positive changes for themselves and their schools. Customizable and non-prescriptive program components are grounded in research with youth, including tools and resources, in-school promotional materials, a website and student challenges. Fuel Up to Play 60 is further supported by several health and nutrition organizations: Action for Healthy Kids, American Academy of Family Physicians, American Academy of Pediatrics, Academy of Nutrition and Dietetics Association/Foundation, National Hispanic Medical Association, National Medical Association and School Nutrition Association. Visit FuelUpToPlay60.com to learn more.

SOURCE National Milk Mustache "got milk?" Campaign