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Milk is taking a new approach in the breakfast wars.

In a just-released campaign, dubbed “Protein Fight Club,” the Milk Processor Education Program pits milk against popular breakfast options like orange juice, such as an omelet, a breakfast burrito and a bagel. The goal is to educate consumers’ about milk’s protein content, but also to remind them that it’s portable and convenient.

Though more than half of milk is consumed during breakfast, there’s opportunity to increase consumers’ intake, said Julia Kadison, VP-marketing at MilkPEP. Many consumers, she noted, are trying to add more protein into their diets.

Continue reading at AdAge.com