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Milk Bar Empowers Americans To Do Their 2020 Birthday Over With National Birthday Do-Over Month; Christina Tosi Comments

Milk Bar Empowers Americans To Do Their 2020 Birthday Over With National Birthday Do-Over Month; Christina Tosi Comments

Friday, July 16th, 2021

Consumers over the past year and a half have had to scale back on celebrations for safety; in the case of birthdays, many had to go through the process twice. As we continue to safely open back up, influencers and operators have taken the initiative by announcing a do-over this summer to spur consumers to now have a belated celebration. Milk Bar is one caller, declaring July to be National Birthday Do-Over Month.

Christina Tosi, Chef and Founder, Milk Bar“None of us were able to celebrate our 2020 birthday as we may have originally planned—but seeing the magic you all made at home with a video chat or a killer cake brought us at Milk Bar a whole lot of spirit,” said Christina Tosi, Chef and Founder of Milk Bar. “National Birthday Do-Over Month is our love letter to you. It doesn’t matter how many Happy Birthday’s you sang from afar, or when your own big day is—our mission this July is to give you as many excuses as possible to spark joy, create cause for celebration, and Do-Over what didn’t go according to plan last year.”

Inspired to create a feel-good movement after countless Americans sent birthday care packages of Milk Bar treats to loved ones during the lockdown, Milk Bar’s National Birthday Do-Over Month is meant to give anyone anywhere in the country an opportunity to take an extra moment to celebrate themselves and do their 2020 birthday over.

Due to events being canceled in 2020, Milk Bar is declaring July to be National Birthday Do-Over Month, encouraging consumers to celebrate their birthdays again with the brand's products

To spur the celebration along, Milk Bar launched Milk Bar Ice Cream Sammie, the company’s latest treat made from its new Birthday Cake Ice Cream Pints sandwiched between two snack-sized soft-baked Cornflake Chocolate Chip Marshmallow cookies. The Belated Birthday Pint is also available for consumers, as Milk Bar partnered with Postmates to offer an exclusive, delivery-only Belated Birthday Pint that layers Cereal Milk™ Soft Serve, Fudge sauce, B'day cake pieces, B'day Crumbs, and sprinkles into one delicious birthday do-over dessert, available on Postmates all month long.

According to the release, Milk Bar also tapped the American Express® Gold Card and Party City to bring birthday surprises across the country with events, specials, and other surprises.

To make Birthday Do-Over Month successful, Milk Bar has tapped a slew of partners and will be hosting a tour of epic outdoor celebrations to honor shoppers' special day

In addition, the company has teamed up with The Birthday Party Project, a charitable partner that throws birthday parties for kids experiencing homelessness across the country, along with musical artist Jvke and TikTok. Customers will have the opportunity to donate while at checkout.

For the in-person experience, Milk Bar is tapping the American Express Gold Card once more to go on a Birthday Do-Over Tour in select cities to throw epic outdoor birthday parties in addition to selling signature treats and exclusive merchandise.

A happy belated birthday to everyone! Stay in touch with the industry’s latest movements with Deli Market News.

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