The Breakfast Project is a real-time content, community-building and social listening and engagement engine that supports the iconic National Milk Mustache got milk?® campaign. Through our social listening center, we monitor daily breakfast conversations each morning, using analytics to gauge how to best tailor content turn moms’ attention to milk’s essential role in the breakfast-at-home routine. We complement real-time content seeding with a production engine that includes curated breakfast articles, videos, and nutrition tips, as well as original content developed by our editorial team, third-party contributors and celebrity partners.