There is dating app fatigue. There is a segment of the population that wants to meet people as it was done years ago, in an authentic and natural way, and the platform Got Milk?driven by the California Milk Processor Board, has considered that the time of breakfast, and also milk, may be a solution.
From the hand of the agency Gallegos United and as part of its “Real Is Back” campaign, which celebrates moments of human connection, the dairy association held a special action in October under the title “Real Matches Are Back.” It was an event speed dating (speed dating) in collaboration with Mel’s Diner restaurant, in San Francisco.
“We live in a time where people struggle to make connections that are truly good.” commented Steve James, Executive Director of the California Milk Processor Board. “Milk plays a role in people’s nutritional nutrition and also emotionally by being part of genuine moments of togetherness. With the launch of “Real Matches Are Back,” that means creating a space where people can disconnect from technology and connect with each other. Share a breakfast that includes milk? There is nothing simpler and more authentic”.
The event meant special “sleepover morning” themed speed dating experience, and invited consumers to come dressed in their pajamas or nightwear to show their most authentic side while meeting potential couples who have just rolled out of bed, in cozy pajamas, without makeup or elegant clothes, during breakfast. The activation featured the participation of Kordell Beckham, winner of the sixth season of the reality show “Love Island USA”; and other reality TV contestants, influencers and celebrities.
The choice of restaurant is not trivial. “Didn’t we meet at Mel’s?” is a phrase from movie “American Graffiti”, which was filmed at the original Mel’s Drive-In in San Francisco. Colton Weiss, Co-Owner of Mel’s Drive-In. “The phrase is often used by our team to refer to the many first dates that have taken place at the restaurant throughout its more than 75 years of existence. Mel’s Drive-In couldn’t pair more perfectly with ‘got milk?’ because wherever there is milk, there are real moments to share, come together and create memories that last“.
What’s more, the collaboration between Got Milk? and Mel’s Drive-In has also been reflected in a exclusive breakfast menucalled “Real Matches Are Back”, and a limited collection of products, available for purchase at the restaurant. These include t-shirts, sweatshirts or caps. In addition, from October 14 to 31, the restaurant offered free smoothies to couples who came dressed in their pajamas.
Pepe Aguilar and Curro Chozas, Executive Creative Directors at Gallegos United, assure that the experience was a success. “People want to meet in real life, fall in love in real life, have real conversations with a human being face to face.“, they point out in a statement. “The experiment worked much better than expected, and is now being carried out in all the restaurants of this iconic dinner. We were lucky enough to be able to film one of those mornings, and everything turned out amazing. The event has become a trend, and other restaurants are now naturally adopting it”.
