Today, the Milk Processor Education Program (MilkPEP) is expected to announce the Breakfast Project initiative, starring actress Salma Hayek.
Hayek will be a bilingual spokeswoman for the campaign, which will run in English and Spanish on television, in print and online.
The Breakfast Project is meant to promote milk-drinking during the first meal of the day.
It emanates from a study that MilkPEP commissioned a few years ago, which suggested that milk be promoted as the beverage of choice at certain meals, such as breakfast. Or certain activities, such as post-exercise.
Breakfast is the meal where people are most likely to consume milk, says Steven Goldbach, partner at the Monitor research firm which conducted the study.
Consumers need to hear about the importance of breakfast, Goldbach said. And, it creates an opportunity to partner with other breakfast food providers, such as cereal companies.
MilkPEP is funded by the nation's milk processors and known for the National Milk Mustache "got milk?" campaign.