Olympic Athletes Train in a Grocery Store Fridge to Hype Milk as a Performance Drink

The latest dairy-centric campaign takes stunts to a chilly level

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Shoppers got more than the butter and yogurt on their grocery lists when they stopped by the refrigerated cases at an Albertsons store in Boise, Idaho recently.

The consumers—whose reactions were captured on 10 hidden cameras—came face-to-face with Olympic cyclist Kristin Armstrong and karate champ Ariel Torres training in a specially built, high-tech gym just behind the dairy products.

The stunt, from the national milk processors’ organization, MilkPEP, continues the group’s “show don’t tell” approach to marketing, putting athletes in public places to demo their elite-level skills and star in share-worthy TikTok-ready commercials.

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