[Editor's Note: Campaign promotes the benefits of low-fat chocolate milk.] Shahnaz Mahmud - DM News - 8/23/10 The Milk Processor Education Program (MilkPEP) launched a mobile rewards program targeting teens as part of its overall campaign to promote the benefits of low-fat chocolate milk.

The “Refuel America” effort, launched August 11, includes print, television, public service announcements, online and sporting event marketing, in addition to mobile. MilkPEP worked with agency Draftfcb on the out-of-home, digital and mobile components of the campaign. Ad agency Deutsch is managing TV and print, while PR firm Weber Shandwick is handling public relations and grassroots efforts. Read the full story.