GOT MILK? Backing You Up

San Diego-Area Teen Wins $1,000 and a GOT MILK? Billboard

Nov 29, 2012, 14:01 ET from California Milk Processor Board

SAN CLEMENTE, Calif., Nov. 29, 2012 /PRNewswire/ -- Bonita Vista High School football players know that to excel in school and in sports, they need more than just skills; they need nine essential nutrients and vitamin D that come from drinking milk. Alex Ohlendorf, a junior at Bonita Vista High School in Chula Vista, gathered some of his varsity football teammates to enter this year's GOT MILK? Breakfast Billboard Photo Contest, which prompted teens from California to submit a picture depicting why milk is important for overall health and academic performance. Little did he know that his entry would be honored with the top prize.


"My teammates and I came up with the idea of combining the things that help us excel in school: books, athletics and of course, milk," says Alex. "I couldn't have won this contest without the support of my team and my coach.  We are so excited to have won this contest and to show everyone in the San Diego area that we are champions because milk backs us up."

Alex submitted a picture with teammates, Duran Sealee, Joseph Snider, Gabriel Bell, Mohamad Zeidan, and Braulio Navarrete from the Bonita Vista varsity football team depicting an offensive line formation along with books placed on the field and milk on their backs and hands. They also included a clever tagline on the photo that reads, "GOT MILK? backing you up."  Alex's photos tackled more than 50 entries to win the GOT MILK? Breakfast Billboard Photo Contest sponsored by the California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE.  The contest ran from Aug. 1 to Oct. 19, 2012.  The program is part of GOT MILK?'s ongoing effort to keep breakfast consumption with milk top-of-mind among teens.

Alex's photo will be available for all to see on a billboard for a month starting today east of 13th Street on Palm Avenue in Imperial Beach.  Aside from being featured in a GOT MILK? billboard with his teammates, Alex wins $1,000, which he will donate entirely to the Bonita Vista High School football program for the purchase of new equipment.

"Year after year, teens have not only shown their creativity by participating in this contest, but they have also continued to inspire," says Steve James, executive director of the CMPB.  "We love seeing their witty pictures and how a nutritious breakfast that starts with milk helps them improve their academic performance and overall health."

Aside from Alex's winning entry, other notable entries came from came from Modesto's Devin Miller and the Grace Davis High School FFA Officers. Their witty picture shows a group of students dressed in various sports attires showing off their muscles along with a milk jug at the center of the picture, unifying all the afterschool activities. The photo received a second place prize of a $250 gift card. The third place entry came from Giovanni Gonzales of Stockton. His picture shows a desk full of books and a glass of milk on hand. Giovanni received a $100 gift card for his efforts. 

To see the winning billboard and to learn more about the health benefits of drinking milk visit,   

About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California.  Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history.  GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995.  The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk).  The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences.  GOT MILK? gifts and recipes can be viewed at and  The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

SOURCE California Milk Processor Board