Dairy Farmers of Ontario is launching a mobile pop-up for the first time to make the magic ritual of leaving milk and cookies for Santa even more meaningful this Christmas.

Those who visit the Magic Milk Truck will receive free milk and cookies, as well as the opportunity to create their own drawing of the magic milk glass in support of the children spending Christmas in Ontario hospitals. Dairy Farmers will incorporate selected drawings into milk cups and cookie cutters, and distribute them in children’s hospitals in London, Ottawa, and Hamilton. The brand’s mission is to ensure that all kids away from home can enjoy the tradition of milk and cookies on Christmas Eve. The Truck will be launched on Nov. 21 at Sick Children Hospital (SickKids), and then on Nov. 23 at Shops at Don Mills, where it will be open to all mallgoers.

The activation is part of the brand’s sixth annual “Milk & Cookies” campaign, which this year includes a $500,000 donation to SickKids Hospital and other Ontario children’s hospitals. Dairy Farmers has been donating since 2019 and so far has collected $3 million to support the highest priority needs at hospitals, according to the company.

This year’s campaign has a 360-degree approach, and includes influencer marketing, OOH ads, online video promotion, TV and streaming. The brand is also tapping into social media to invite Canadians to upload a drawing of their magic glass of milk. Starcom handles media buying, Hype is in charge of influencers and Middle Child of PR. Broken Heart Love Affair and Lifelong Crush were behind the creative.

“This is the first season the annual Milk & Cookies campaign has included the Magic Milk Truck, offering an interactive and community-driven experience, reminding Ontarians of milk’s role in a beloved holiday tradition while showing support for kids who will be spending the holidays in the hospital this year,” Rosa Checchia, chief marketing officer at Dairy Farmers of Ontario, tells MiC.

Checchia says both the magic milk glasses activity and the truck experience will help the brand go beyond donation and ensure that every child can experience the ritual of milk, which coincides with the brand’s goal of demonstrating its commitment to nourishing Ontario communities. It’s a good way to show Ontario families that the brand is thinking about them, she says.

“We aim to speak to all Ontarians, and for this extra-special holiday campaign, we are hoping to engage Ontario families, especially those with young children in their lives,” Checchia adds.