Each county dairy promotion committee in New York received point-of-sale materials, including 10 window clings, for the “You’re Gonna Need Milk for That, Back to School, Back to Sports” retail chocolate milk campaign. ADA North East supplied the materials to encourage the county promoters to build relationships with local retail stores and remind consumers that dairy is locally produced, in an effort to drive sales.

The theme promotes chocolate milk as the best sports recovery drink and is ideal for the fall season when students are back to school and back to high school sports.

County promoters started visiting stores at the end of September and the campaign will run through early December when state championships take place for fall sports.

It also ties in with the Refuel with Chocolate Milk campaign that sponsors scholar-athlete program of the New York State Public High School Athletic Association (NYSPHSAA).

You’re Gonna Need Milk for That, a campaign that launched this summer, was developed by Milk Processor Education Program (MilkPEP).


Monroe County Dairy Princess Abby Rouland promotes the fall “You’re Gonna Need Milk for That” chocolate milk campaign in a local retail store.