GS&P Turns Up the Heat for Latest Got Milk? Campaign

The California Milk Processor Board (CMPB), creator of got milk? and toma leche, has launched a new chapter with the Food Loves Milk campaign, designed to pique consumers’ interest in drinking milk with a wide range of foods, from time-tested classics to new pairings.

The CMPB teamed with both Goodby Silverstein & Partners (GS&P), originator of got milk?, and Grupo Gallegos, which created the Latin-market toma leche effort, to produce a cross-media integrated campaign that addresses the wide-ranging, leading-edge food tastes of all Californians. 

The spot was produced by Rattling Stick & directed by Goodoil Films' Joel Kefali.

“The ‘got milk?’ campaign has always been based on the fact that certain foods demand pairing with milk,” said Jeff Goodby, co-chairman of GS&P. “Now, along with suggestions from all over California, we will together explore new frontiers.”

“The campaign stretches imaginations so that consumers will realize they can enjoy milk with a wider variety of food choices,” said Sebastián Garín, executive creative director at Grupo Gallegos. “Many Hispanic consumers already drink milk with savory dishes, so we invite them to push the envelope even further with such combinations as ramen burgers and milk or Korean barbecue tacos and milk.”