MilkPEP, Gale Launch New Campaign Starring Vanessa Bayer

The Milk Processor Education Program (also known as MilkPEP) has teamed up with Saturday Night Live (SNL) alum Vanessa Bayer to bring awareness to the production cycle of cow's milk in a fun and educational way. 

Together with creative agency Gale, the company launched a five-part documentary series titled "Dairy Diaries."

In the series, Bayer visits Beck Farms in upstate New York to learn more about the realities of dairy farming, as well as the different industry practices that bring high-quality milk to our kitchen tables. 

 

 

 

 

 

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"I'm TV's Vanessa Bayer. And if you're anything like me, you love to eat cheese, you love to eat ice cream, and you love to absolutely blast a latte," the comedian says in the trailer.

"But sometimes I go 'Hey, how did this milk get from the farm to me?' So, I decided to find out."

"Dairy Diaries" is streaming now on Roku.

Making Milk Practices Matter

The series hopes to cover most of the details surrounding modern milk production, spotlighting new technology and closed-loop processes, among other eco-friendly efforts that cut back on its carbon footprint. 

"We hope 'Dairy Diaries' shows the great pride we take in our responsibility to nourish families with delicious dairy foods," Beck Farms owner Tyler Beck said in a statement. 

When it came to choosing Bayer as the star of the show, MilkPEP Senior Director of Marketing Miranda Abney believes she could both educate and bring laughs to the audience. 

 

 

 

 

 

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"When we got to Vanessa, everyone just really loved her as an idea. And when we started talking to her team, they seemed really invested in the project," Abney told Ad Week

"She’s naturally curious, which makes her perfect for this kind of fish-out-of-water scenario. She’s earnest, she’s inquisitive, she’s hilarious and also very endearing," she added.

The project is the first time MilkPEP has partnered with the Roku Channel on a limited series, marking a milestone for both companies. 

"We just want people to understand that dairy farmers really care deeply for their animals and for the planet, because that’s really what their business depends on to be successful," Abney concluded. 

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Editing by Katherine 'Makkie' Maclang