The California Milk Processor Board, creator of the iconic got milk? slogan, has launched a new campaign with Funny or Die to draw attention to the many myths about milk that are springing up online in today’s misinformation era. The start of “The Mooer Report” is drawing attention for the likes of Yvette Nicole Brown and Joel McHale about milk and the facts.
Taking inspiration from the recent, frenzied popularity created by other conspiracy related investigations of milk, this creative parody takes the form of a story arc involving an intrepid dairy lawyer who has dedicated his life to debunking the lies behind anti-dairy milk rhetoric. The fictional Department of Dairy Justice Special Counsel, Robert “Bobby” Mooer III, conducts “The Mooer Investigation” to dispel these myths about milk.
“There is a lot of misinformation and rhetoric about milk out there attempting to drown out established science and nutritional facts from respected sources,” said Steve James, executive director of the CMPB. “The spirit of this effort is to leverage humor to engage with California consumers in good fun, while getting them to think twice and encouraging them to challenge the credibility and source of the information they hear and read about milk. Our hope is that the potential mystery and fascination with Bobby Mooer and his investigation will encourage them to check out the findings in the report and remind audiences that milk has rightfully been the mainstay on the American table for good reason – it’s delicious, nutritious and an abundant way to provide your family with the vitamins and nutrients a healthy body needs.”
To learn more about milk truths, “The Mooer Report” is available for download on TheMooerReport.com. In addition, consumers are invited to be part of the #TheMooerReport conversation on Twitter @TheMooerReport where Bobby Mooer III, Special Counsel to the Department of Dairy Justice, will share daily updates and additional information.