Purity Introduces Fat Free Milk Product, Launches Ad Campaign With Familiar Face

Nashville, TN – Purity Dairies introduces 0% Plus fat free milk, the latest addition to their milk product line. The new skim milk delivers all the calcium and vitamins of whole milk plus healthy acidophilus and bifidum, which aid in digestion. Purity developed the product to deliver on its promise of healthy, great-tasting dairy products.

The company first introduced their sweet acidophilus milk in 1976, and has since sold over 38 million gallons. Healthy acidophilus and bifidum cultures are found naturally in the body's digestive tract. Doctors recommend Purity's AB milk products because they replenish the body of natural microflora that are destroyed by processed foods and antibiotics, and because they provide additional health benefits not found in regular milk. Purity's new 0% Plus takes the healthy idea a step further by delivering these cultures in fat free milk.

"This new Zero Plus milk tastes so good, people just can't believe it's fat free," says Tim White, Vice President of Milk Sales. "We are thrilled to offer a milk product that includes every healthy benefit, without sacrificing taste."

Purity has enlisted the help of Matt Lindahl and his "Milk Jug Band" to put a fresh face on 0% Plus. Lindahl captured third place in last summer's Nashville Star competition and the hearts of audiences across America. Most recognized for his red hat, overalls and washboard, Lindahl was said to have "put the fun and personality back into country music" after his performances on the USA Network show.

Although Lindahl traded his red cap for a navy blue Purity cap, designed especially for him, he still appears with his washboard in the multimedia ad campaign.

"We wanted to have fun with the new ad campaign for 0% Plus, and Matt is a perfect fit for Purity," according to Bill Seymour, creative director for DS&D Marketing. "He stood out from the crowd on Nashville Star. He's the guy you remember from last season, even if you only saw it one time. That kind of uniqueness is what we wanted for Purity's ad campaign."

Purity returns to television for the first time in several years with three spots featuring Lindahl, his band and upbeat bluegrass music with the common theme of "great fresh taste."

"The ads target consumers unfamiliar with Purity milk, the yellow jug, healthy acidophilus and our high standards for keeping the product colder than government regulations require," says White.

Lindahl returned to Nashville to help promote the introduction of 0% Plus. But before his performance at Purity's quarterly sales meeting, he stopped by Vanderbilt Children's Hospital to entertain young patients with his original music and teach them how to play the washboard. He also asked to donate his personal stash of Purity products to the hospital's Family Rooms, reserved for parents of children who are staying at the hospital.

Purity Dairies Inc., founded in 1925 by F. Miles Ezell Sr., began as a fresh milk producer and distributor. Today, Purity Dairies produces a full line of milk products, including ice cream, frozen dessert novelties, frozen yogurt, cottage cheese, bottled spring water, fruit juices and related products.

Source: Purity Dairies Inc.