MilkPEP has enlisted John Morgan, of personal injury law firm Morgan & Morgan, America’s largest personal injury firm, offering compensation to parents of children who drink whole milk. Because whole milk’s healthy fats support kids’ brain development, making their brains more appetising to zombies. The madcap social-first idea comes from Gale, with a PSA that stands out in the clutter of back-to-school advertising in the US as well as the humdrum of traditional food advertising for kids.

The film emulates the classic framework of personal injury attorney ads, opening with John Morgan addressing the camera as if he’s delivering a typical legal commercial.

The parody reminds parents of the brain health benefits that come from whole milk’s healthy fats, choline, B12, and iodine, setting kids up for a successful day at school.

“New sneakers and laptops are cool, but we think what’s inside the lunchbox deserves the spotlight when it comes to back-to-school,” stated Josh Braithwaite, managing director of creative at GALE. “We took sound logic, the healthy fats in whole milk support kids’ brain development, and added humour, zombies, ’90s-inspired creative, and a partnership with John Morgan to ‘get you the compensation you deserve’ to keep whole milk top-of-mind in an unexpected way.”

The campaign running across social media is supported by a dedicated website. Until August 31, US parents can visit HEY-MILK.com to receive compensation – a free t-shirt to keep whole milk top of mind. 

“Back-to-school is an incredibly busy time for parents, so we wanted to deliver our message in a way that’s hard to ignore,” commented Miranda Abney, VP of consumer marketing at MilkPEP. “Partnering with John Morgan let us use humour to remind parents that whole milk is an affordable, nutritional fridge staple.”