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Got Milk? Got Protein!

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Deutsch NY create new campaign to educate American on the high-quality protein in milk

Got Milk? Got Protein!

Almost two thirds (57%) of Americans say they’re trying to get more protein in their diet, but most people underestimate the importance of both getting protein at breakfast and the protein prowess of one of breakfast’s most popular staples: milk. An 8-oz. glass of milk has 8 grams of high-quality protein, which is more protein than in an egg. When it comes to an affordable, convenient, great-tasting morning protein that packs a serious punch, other breakfast options simply can’t match the power of milk.

To educate consumers on milk’s high-quality protein, MilkPEP and lead agency Deutsch, Inc.NY, the team behind the iconic Milk Mustache, developed a new video campaign to spotlight the 8 grams of protein in each 8 oz. serving of milk. The Protein Fight Club campaign puts the spotlight on protein by depicting milk in a series of humorous breakfast battles that showcase how its protein stacks up against the competition and can help win each day. 



Both entertaining and unforgettable, the video vignettes produced by writer and film director Eric Wareheim will live on TV and online and will be featured on Vignettes feature milk going head-to-head with some of breakfast’s biggest contenders, including orange juice, an omelet, a breakfast burrito and a bagel with cream cheese.

“We want to capture America’s attention with a quirky tone and remind them that milk is a good source of high-quality protein,” said Julia Kadison, vice president, MilkPEP.  “While most Americans know milk is nutrient-packed, they tend to think of calcium and vitamin D, forgetting that milk is a great-tasting, versatile and natural source of protein as well.”



The Protein Fight Club campaign is also helping Americans win their own breakfast battles with a promotion that gives away a free gallon of milk every minute for eight weeks, and giving one person each week a chance to win free milk for a year.  The promotion – at – is designed to encourage Americans to get into a healthy routine by starting each morning with milk’s high-quality protein.


While many Americans are looking to add more protein to their diets, breakfast is the meal they are least likely to seek out this important nutrient, and, yet, it may be the most important.Experts recommend including 20-30 grams of protein at each meal rather than in one large amount, but adults are getting only 10-12 grams of protein at breakfast.



“Spreading out your protein throughout the day can optimize how your body uses it – and that means making sure you include enough protein at breakfast,” said David Grotto, best-selling author, dad and registered dietitian. “But not all protein is created equal. Milk protein is a complete protein. Many plant protein sources are missing some of the building blocks your body needs.”

From muscles to hair, bones to teeth, the body needs protein to be strong and healthy. Milk is a natural source of high-quality protein to build muscle, calcium to strengthen bones, and B vitamins for energy. Milk is a breakfast powerhouse, packed with 9 essential nutrients in each glass. 

“Whether in a glass, cup or bowl, milk with breakfast is a delicious, easy and affordable way to help power you through the morning so you can win each day,” said Grotto.




Deutsch New York:
Partner/ Chief Creative Officer:  Greg DiNoto 
Group Creative Director:  Jeremy Bernstein
Group Creative Director:  Karyn Pascoe
Group Creative Director:   Bernie Hogya
Associate Creative Director:  Luke Hughett
Associate Creative Director:  Sean Lee
Art Director: Jessica Giles
Copywriter:  Austin Hamilton
Director of Integrated Production:  Joe Calabrese
Director of Creative Technology:  Rey Peralta
Director of Digital Production:  Suzanne Molinaro
Digital Producer:  Kristina Trimmer
Executive Producer:  Lauren Ziffer
Associate Producer:  Dylan Mizner
Senior Project Manager:  Jeremy Gelade

Client, Client Contact:
CEO: Vivien Godfrey
VP Marketing: Julia Kadison
Marketing Director: Victor Zaborsky
Marketing Director: Miranda Abney
Manager, Digital & Social Media: Katie DeGenova

Production Company: Prettybird
Director:  Eric Wareheim
Director of Photography:  Aaron Platt
Co Founder/Executive Producer:  Kerstin Emhoff 
Executive Producer:  Ali Brown
Head of Production:  Tracy Hauser
Line Producer:  Hillary Calhoun 

Editorial: Beast NY
Editor(s):  Kyle Brown
Assistant Editor(s): David Bryen
Producer:  Jennifer Greenfield

Post Facility: Co3
Colorist: Tim Masick

Visual Effects Company: Beast NY
After Effects Artist: Stephen Janicki

Stock Footage Company:
Getty Images

Audio Post Company: Sonic Union
Engineer: Steve Rosen

Shoot Location: Siren Studios, Los Angeles, CA

Additional Deutsch Credits:
Account Management Credits:
Chief Executive Officer, Deutsch NY:  Val DiFebo
Partner/General Manager:  Sal Taibi
Group Account Director:  Jonathan Lange
Account Director:  Lisa Stroh
Account Supervisor:  Emily Goodwin
Account Executive:  Danielle Barish
Media Credits:
Group Media Director:  Jamie Rubin
Associate Media Director:   Parker Weber
Account Planners:  
Partner, Chief Strategy Officer:  Brent Vartana
Group Planning Director:  Shobha Sairam
Senior Account Planner:  Anthony Mariello
Legal/Bcast People:
Group Director:  Maria Taris
Senior Business Affairs Manager:  Emily Nargi
Senior Business Affairs Manager: Jaymie Lipman
Business Affairs Manager:  Matt Gilleece

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