This milk rewards program is the first of its kind from a major dairy organization, and will accommodate milk purchases made at participating retailers as well as online. Consumers must first register on the Moo Money website to take part in the program.
The CMPB said that any gallon, half-gallon, quart or non-standard pack size of fluid dairy milk purchased within the state of California qualifies. For in-person purchases, customers are instructed to take a picture of their receipt and submit it online to earn points.
Points can be converted into Virtual Reward Cards, delivered to participants via a link to a Virtual Reward Card PDF. They can be used anywhere MasterCard is accepted up until June 1, 2019.
Steve James, executive director of the California Milk Processor Board, said, "For 25 years, we have connected with our consumers in meaningful ways through some of the most iconic ad campaigns.”
“Now, we are thrilled to be able to give back to all the families in California that recognize that fresh and all-natural dairy milk, the original farm-to-table food, offers great taste and wholesome benefits. We are launching 'Moo Money' to thank and reward California families for their loyalty."
Points can be earned now through April 28. Only verified California residents over the age of 18 can participate.
The CMPB created the 'got milk?' campaign in the 1990s and, according to the CMPB, the ad has more than 90% recognition with Americans.
CMPB recently revamped its website to appeal to millennial parents who grew up with the got milk? ads.
The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.