The Breakfast Project Aims to Make Over America's Mornings, Help Upgrade the A.M. Routine in This Country

Salma Hayek and Ellie KriegerThe Breakfast Project Help Kick Off New Campaign to Show How Every Good Day Starts With Milk

LOS ANGELES, Feb. 24, 2012 /PRNewswire/ -- Breakfast is famously known as the most important meal of the day, yet it's a meal that's likely to be skipped.  One in five Americans, or about 60 million people, do not eat or drink anything in the morning before 11 a.m., according to a new analysis by The NPD Group[1]; and millions more opt for nutrient-poor choices on the run. The Breakfast Project is attempting to tackle this problem and change the way Americans view their morning meal.

Award-winning actress Salma Hayek and celebrity TV chef Ellie Krieger are teaming up with the National Milk Mustache "got milk?®" Campaign to launch The Breakfast Project to help more Americans enjoy breakfast at home and be sure to set the table with milk. The goal is to makeover America's mornings so families can have a more nourishing and delicious start – which can have a powerful impact on the rest of their day, and even their lives.

"My days are always super busy, always very hectic, and I have to juggle so many things at the same time, but I wouldn't dream of skipping breakfast," said Hayek, who unveiled her new milk mustache print ads and TV commercials today to kick off The Breakfast Project.  "I recognize how valuable it is to begin the day with a healthy breakfast that includes milk.  It's a special time that I can share with my family, and I feel good that my daughter is getting the best start possible to her day."

Hayek will be the face of the multifaceted and bilingual campaign, where she will appear in two TV spots, directed by award-winning Hollywood cinematographer Wally Pfister, that will begin airing nationally on February 27. 

  • One commercial titled "Come Drink Your Milk," reflects the tradition of passing on the healthy habits of drinking milk every morning to your children. 
  • For the commercial "Midnight Run," Hayek takes a comic turn demonstrating the extreme lengths she would go to make sure her family has milk in the morning.

In addition, Hayek will appear in three