Princess Kay with Vikings players

Fuel Up To Play 60

Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by the National Dairy Council and NFL, in collaboration with the USDA, to help encourage today's youth to lead healthier lives. As marketing communications partner for the Midwest Dairy Council and NFL’s Fuel Up to Play 60 program, Bellmont Partners combines big-picture strategy with a laser-focused attention to detail to strategize, implement and promote engaging programs, events and materials for students, educators and dairy stakeholders.

Event Support

Coordinated and promoted dozens of high-profile events across the Midwest to encourage youth participation in Fuel Up to Play 60 initiatives.

Content Creation

Developed digital, print, social, media and video content to build awareness of and strengthen engagement with the program.

Super Bowl Support

Led development and implementation of Fuel Up to Play 60’s presence around Super Bowl 52 with an activation that featured a virtual reality game, NFL player and dairy farmer appearances and dairy sampling.