The Breakfast Project
The national breakfast campaign and its Spanish-language work.
Campaign history
Breakfast becomes the occasion
The Breakfast Project launched in 2012 as MilkPEP focused on breakfast at home as an opportunity for milk consumption. The USDA’s 2012 dairy report describes the project as a campaign encouraging people to eat breakfast at home and include milk. Retailers and processors carried related messages, while MilkPEP published monthly social content around breakfast. Source: MilkPEP.
A Spanish-language branch
MilkPEP launched El Proyecto Desayuno with Salma Hayek and dietitian Su-Nui Escobar in February 2012. The organization’s Spanish-language announcement presents it as a way to change morning routines and connect breakfast with milk. USDA’s later report says the Hispanic program continued in 2013, including a Victor Cruz Breakfast Blitz and bilingual retail material. These are related executions under the breakfast campaign, with their language and market identified individually. Source: MilkPEP.
What belongs here
The campaign mixed commercials, print work, retail promotion, and social outreach. The 2013–14 USDA report also describes a Dwayne Johnson Super Bowl commercial, celebrity milk-mustache protein ads, and Protein Fight Club videos in MilkPEP’s broader breakfast and protein push. Their formats and labels differ, so the archive should show the exact creative line and year on each item instead of assuming every morning-themed milk ad is a Breakfast Project piece. Source: MilkPEP.