As Easter approaches, PEEPS® and Promised Land® Dairy are teaming up for a festive collaboration, bringing a brand-new seasonal treat to families everywhere—Promised Land® Sweet Marshmallow Milk. While kids eagerly anticipate their colorful baskets, this limited-time indulgence offers a delicious way for the whole family to celebrate. Launching just in time for the holiday, the new drink delivers Easter delight straight from the cow.
“Peeps milk is such an odd idea—we couldn’t help but love it,” said Micky Ogando, Founder and CCO of Bakery. “Giving permission to a brand like Promised Land, which is usually more traditional, to connect with its sillier side is exactly the kind of thing we get up in the morning for. Our job was to bring that unexpected magic to life in a way that made people stop, smile, and say, ‘Wait, what? Why?’”
To introduce Sweet Marshmallow Milk, Promised Land® has partnered with Bakery, their recently named Creative AOR, to develop a campaign that goes beyond a traditional product launch. Given the deep cultural ties PEEPS® has to the season and the brand’s passionate fan base, Bakery is treating this as a cultural moment, not just a marketing push. The campaign kicks off this week with a launch video featuring the PEEPS® mascot on a comical, door-to-door milk delivery run. Leading up to Easter, the collaboration will come to life at live events, including the San Antonio Coffee Festival and a pop-up at Serendipity in New York City. The campaign also includes co-branded merchandise, influencer partnerships in key markets like Texas, Florida, and New York, as well as paid and organic social content (video and static).
“At Promised Land® Dairy, we’re always looking for ways to raise awareness for our products to new heights, so when the opportunity arose to partner with a cultural icon like PEEPS®, it was a no-brainer,” said Renata Pimenta, Marketing Director at LALA U.S., which owns Promised Land Dairy. “The campaign Bakery created helps us lean into people’s natural excitement for the product launch, and we love how the playful tone and design match the brand aesthetic perfectly.”
Promised Land® Sweet Marshmallow Milk will be available at select grocers nationwide through April 20, while supplies last.
