In the running
The marathon also continues MilkPEP’s aim to “highlight milk as a performance beverage,” said Rani. “We saw a fantastic opportunity in the running community, where over half of female runners are moms, and a majority are considered ‘modern.’”
A survey from market research firm Radius revealed that the running community values milk’s nutritional benefits, and 70% of female runners want more protein during race prep. However, most runners “don’t consider dairy milk as part of their training diets,” Rani added.
MilkPEP’s drive to reposition the beverage as a performance drink began in 2021, with the “You’re Gonna Need Milk for That” campaign.
The following year, the brand introduced the “26.2 Gonna Need Milk” campaign during the TCS New York City Marathon to sponsor women runners and address the disparities that female athletes face. The program has so far raised $1 million for nonprofit Girls on the Run and mobilized a community of over 20,000 female runners.
In addition to the Savannah event, the brand will support female runners at marathons and shorter races across the U.S. throughout this year.
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