Nestle steps up nutrition campaign

MILO launched has launched a awareness campaign to reinforce the "nutritional values" of MILO as a breakfast beverage to sustain children through the day.In line with the ‘MILO Nutrition Movement' campaign, MILO is also running a month-long pledge collection from 18 June on its MILO Malaysia Facebook page whereby a minimum of 10,000 pledges will provide 10,000 breakfast meals to students in selected rural schools across Malaysia."As the leader in the health food drinks market in Malaysia, it is our responsibility to educate Malaysian mothers about the right nutrition for their children."MILO has been around for more than 60 years in Malaysia and we have consistently been committed to provide the best nutritious beverage for our consumers," says Don Howat, executive director, Coffee & Beverages Unit, Nestlé Products.The campaign targets mothers with children aged between 7 and 12 years and MILO will be promoting the movement and pledge via on-ground activation. MILO vans will be seen making visits to schools giving out free MILO and brochures, while Nestlé and MILO members will be sent EDMs promoting the cause.Starting this weekend, MILO will also be running TVCs, radio commercials and print ads on the ‘MILO Nutrition Movement' campaign, set to run till October.MILO has also revamped its website to keep it current, highlighting the latest news and updates on MILO and its activities. The website now also features segments where users will get to view all its past and latest campaign visuals done.