YOUR TEXAS AGRICULTURE MINUTE

'Got milk?' ads return

By Gary Joiner
Publisher

Six years after being retired, the popular “Got milk?” advertising campaign is back with a full glass.

The Milk Processor Education Program is funding the campaign. The ads have been revived with an even stronger social media flavor. That’s important for a campaign that first debuted in 1994.

The effort hopes to capture current momentum with consumers. Milk sales are up. The biggest year-over-year sales jump was in March at 21 percent, and purchases continue to outpace a year ago.

We were given a taste of the revived “Got milk?” campaign last week. Video clips of Olympic gold medalist Katie Ledecky swimming the length of a pool with a glass of chocolate milk balanced on her head dominated social feeds across the country.

Texas dairy farmers will benefit from the positive PR. Good promotion helps move product.

There are 352 Grade A dairies with an estimated 551,000 cows in our state. Texas is the fifth-largest dairy producing state in the nation.

Officials says the campaign will likely run through the end of this year.

“Got milk?” is a question Americans continue to answer with a glass raised and a resounding “yes.”

The preceding commentary is brought to you by Texas Farm Bureau, the “Voice of Texas Agriculture.” Called “Your Texas Agriculture Minute,” TFB will issue thought-provoking editorials each week—via print and audio—to spark understanding of agriculture in the Lone Star State and its impact on each and every Texan.

Media outlets: This content may be used without further permission.