June 1, 2011

Shaquille O’Neal Teams up With OREO and Milk for Iconic ‘Got Milk?®’ Ad Campaign

EAST HANOVER, N.J., June 1, 2011 /PRNewswire/ -- Over the course of nearly 300 ads, the National Milk Mustache "got milk?®" campaign has put celebrities and athletes in one of the most iconic, well-recognized campaigns of all time. In celebration of National Dairy Month this June, OREO will be the first cookie brand to share the spotlight in an ad by bringing Shaquille O'Neal and his mother together over the classic combination of OREO cookies and milk.

(Photo: http://photos.prnewswire.com/prnh/20110601/CG11401)

OREO and milk fans can get in on the fun of the "got milk?®" matchup by visiting www.MilkandOreo.com, submitting a description of their own favorite milk and OREO moment, or selecting from an existing list of common favorites. One participant will be selected to win free OREO cookies and milk every hour during all thirty days of National Dairy Month.

"The ad was created to inspire and encourage families to share special moments with each other over OREO cookies and milk, just as Shaquille and his mom Lucille have done since he was young," said Victor Zaborsky, marketing director, Milk Processor Education Program (MilkPEP). "We cannot think of a better partner to invite into our campaign than 'Milk's Favorite Cookie.'"

O'Neal has been a key player in the OREO brand's Double Stuf Racing League (DSRL) campaign, and believes the partnership is a natural fit. "OREO cookies and milk are a slam dunk in my book. My mom and I have enjoyed them together since I was a little kid. Now, as an adult, I do the same with my children," said Shaquille O'Neal. "It was fun to share another 'dunk' with my mom in this upcoming ad."

The ad copy will reflect Shaquille and his mom Lucille's story, reading: "First dunk. It was at the kitchen table. And my mom showed me how. We always had fun with OREO cookies and milk, and still do. Like us, they're the perfect team."

"OREO cookies and milk have been bringing family and friends together for many years, so we are excited to see the this classic combination come together in a fun celebration of National Dairy Month," said Jessica Robinson, associate director of consumer engagement, Kraft Foods.

Free OREO Cookies and Milk Every Hour

To enter for a chance to win free milk and OREO cookies given away every hour for the entire month of June, OREO and milk fans everywhere can visit www.MilkandOreo.com. Consumers with cell phones can also enter the promotion by simply texting "WIN" to 71717.

Each winner will receive an OREO & Milk Moment gift basket including OREO & got milk? branded items, a digital frame, coupons redeemable for one free gallon of milk and one free package of Nabisco cookies. The approximate retail value of each gift basket is $50.

"Like" these iconic brands by visiting www.facebook.com/Oreo and www.facebook.com/milkmustache.

About the National Milk Mustache "got milk?®" Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The National Fluid Milk Processor Promotion Board, through MilkPEP, runs the National Milk Mustache "got milk?®" Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to www.whymilk.com or Facebook.com/MilkMustache. Deutsch, A Lowe and Partners Company, is the creative agency for the National Milk Mustache "got milk?®" Campaign.


Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Eleven of the company's iconic brands - including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

SOURCE Kraft Foods Inc.