Monster unleashed on Tetra Brik

To celebrate the DVD/video release of Scooby-Doo 2: Monsters Unleashed, Midlands Co-op Dairies in the UK teamed up with this film to raise the profile and importance of school milk amongst primary aged children (five to 11 years old), as well as increasing awareness of this healthy breaktime drink among parents and teachers. Pupils aged four to seven years were offered a competition to create and draw the scariest monsters as part of the annual school milk program. For pupils aged eight to 11 years, Midlands Co-op Dairies ran a classroom model making competition using empty milk cartons as a raw material to create and un-leash a terrifying monster. Prizes included an entertainment package for the winning schools, in addition to Scooby-Doo 2 doggy bags for the individuals and free milk for the entire school. The competition was being featured on 189 ml Tetra Brik packages. Kate Fuller, Assistant Sales and Marketing Manager at Midlands Co-op Dairies commented: “It was exciting being teamed up with this great film. The campaign was not only exciting for pupils and teachers but also promoted the benefits of drinking milk in a fun and informal way. Today schoolchildren are being encouraged to take responsible for their own food intake and it is important that they understand the importance of a healthy and balanced diet. As a source of protein, B vitamins and minerals such as calcium, zinc and magnesium, milk is definitely an essential part of a balanced diet and crucial to developing children”. Midlands Co-op is one of the UK's largest regional co-operative societies. With sales of over £750 million and some 7,500 employees, it trades across all six Midlands counties and encompasses the cities of Birmingham, Leicester and Derby. As a food retailer Midlands Co-op has 165 food stores and department stores. It is one of the UK's largest regional dairy operators, processing over one million pints of milk daily and delivering milk and other goods to over 165,000 homes and over 6,000 retail and foodservice customers, including convenience stores, catering outlets, schools and hospitals across 14 local authorities. Midlands Co-op has always had a close association with schools and local authorities. They sell over 28 million third pint cartons to primary schools and nurseries in 14 local education authorities in the Midlands area each year. Midlands Co-op has been a Tetra Brik customer for more than 10 years. For more information on Midlands Co-op Dairies, contact Tara Packham of Tetra Pak UK Tara Packham of Tetra Pak UK.