MilkPEP Celebrates Motherhood in 'How It Started' Campaign from GALE

MilkPEP (Milk Processor Education Program) has launched a new campaign that showcases the quirks and nuances of motherhood. 

Helmed by business agency GALE, the "How It Started" campaign includes a series of hilarious spots that highlight the wide range of health benefits that come from drinking milk.

It taps into the "how it started vs how it's going" social media trend that took TikTok by storm, which shows the differences between past and present situations in a lighthearted manner. 

Led by a team of mothers, the effort comes as part of the brand's "Mom Com" platform, which uses comedy to relay its message.

MilkPEP CEO Yin Woon Rani shared her thoughts about this latest campaign in a statement: 

Notably, the spots will be supported by online efforts featuring popular comedians Whitney Cummings and Alyce Chan, as they create milk-forward content to show why it's essential for moms and their children.  

By tapping into social media trends and teaming up with comedians, the latest efforts from GALE and MilkPEP utilize both influencer marketing and the power of humor to build emotional engagement with the audience. 

'How It's Going'

The first 15-second spot kickstarts with a mom cradling her toddler as "how it started." 

However, her child quickly grows to be a strong and big boy who still likes to be cradled.

"Milk helps kids grow," the screen writes, as the spot ends. 

In another spot, two parents sleep soundly, until they are awakened and surprised by their two kids who enter their room. 

The four then scream in unison before the sisters have their milk drink, calming them down with nutrients that support healthy sleep. 

Thanks to milk, everyone can get a good night's sleep. 

The final spot shows a young boy in his karate class, struggling to chop wooden boards during their drills. 

However, after drinking milk, the boy gains enough strength to perform well in his class, punching heads off mannequins, and stomping down whole watermelons. 

"Milk helps build strong muscles," the spot concludes. 

Earlier this year, MilkPEP and GALE also launched a miniseries starring SNL alum Vanessa Bayer.