Press Releases

'All Star Flavor Slam' Bounces into Local Retail Stores

PHILADELPHIA, Pa. (February 10, 2004) - Local retail stores "got in the game" by joining the "got milk?®"/All Star Flavor Slam team to promote flavored milk from Feb. 1 through March 7.

The dairy industry partnered with the National Basketball Association (NBA) for the All Star Flavor Slam promotion to increase sales of flavored milk. During the five-week promotion, retailers are promoting any size flavored milk at a feature price through advertisements and in-store circulars.

Local grocery chains supporting the promotion include Weis Markets Inc., Giant Food Inc., Giant Food Stores LLC, Shopper's Food Warehouse, Foodland, Giant Eagle, Shop'n Save, Super Valu of Pittsburgh, Pa., Kroger of Cincinnati, Ohio, and Kroger of Columbus, Ohio, as well as several convenience stores.

For their participation, the store chains received basketball-themed prizes that they can use to run a sweepstakes, conduct an in-store giveaway, hold an in-store contest, or to reward employees.

American Dairy Association & Dairy Council Mid East, Mid-Atlantic Dairy Association and Pennsylvania Dairy Promotion Program are supporting local efforts.

"As a result of in-store campaigns like the All Star Flavor Slam, flavored milk sales have continued to increase dramatically since 1999," said Penny Leeth, retail marketing manager for Mid-Atlantic Dairy Association. "We are pleased to work with our retail partners to help increase the demand for milk."

The American Dairy Association & Dairy Council Mid East, Mid-Atlantic Dairy Association and Pennsylvania Dairy Promotion Program are funded by dairy farmers. The three promotion organizations work to increase dairy product demand through advertising, communications and nutrition programs.

For more information, contact:
Laura England, (215) 627-8800, ext. 15; dairyspot@milk4u.org