Morningstar Hires Hawk for Hershey’s Milk

DALLAS Morningstar Foods has retained skateboard professional Tony Hawk to appear in advertising and promotions for its Hershey’s Milks and MilkShakes products.

Client senior vice president of marketing Toby Purdy said Hawk is an ideal match for the brand, which targets teens and tweens. “Tony resonates very well with that target because of his determination, leadership and commitment to excellence,” said Purdy.

A television spot featuring Hawk that was created by DDB, Dallas, breaks nationally Monday on ESPN and other sports programming. It will also air during ABC’s summer broadcast of the X Games. The spot features Hawk performing his signature “900” skateboard trick.

The Dean Foods subsidiary manufactures all of Hershey’s Milks and MilkShakes products under a license from Hershey Foods Corp. Hershey sold its milk products regionally until two years ago, when Morningstar began national distribution of the milk. The milkshake product launched last year.

Morningstar spent $3 million on media through November 2002 for Hershey’s Chocolate Milk, according to CMR. There is no recorded spend on the milkshake product, however.

Hawk has signed a two-year endorsement agreement with Morningstar.