The California Milk Processor Board (CMPB), creator of got milk?, together with lead agency-of-record Gallegos United, launched 'Moo Money', a new consumer loyalty program. Targeted to millennial parents in California, the program aims to connect with milk consumers with one-to-one communications and reward them.The rewards program is the first ever CRM program from CMPB that will reward consumers who purchase milk. 'Moo Money' is designed to create an ongoing dialogue with consumers and will serve as a bridge to continuing communications. By creating a database of milk consumers, CMPB can continue to engage and create unique experiences for its customers.Through April 28, consumers can register on moomoney.com and purchase any flavor of real dairy milk in any size container at any retailer (online or in-store) in the state of California. They can then snap a picture of the receipt and upload it to moomoney.com in order to receive points that can be converted into cash rewards.The campaign will be supported with broad reaching media including radio (terrestrial and online) and in-store media that will reach 80% of shoppers. In addition, PR and influencer efforts will be executed to help build awareness, followed by targeted digital activities (display, video, social, search) to drive registrations to moomoney.com. CreditsAgency: Gallegos UnitedClient: California Milk Processor Board