Les Producteurs de Lait du Que´bec worked with Touche! to integrate the benefits of milk into various publications in innovative ways. For Christmas, a special issue of Coup de pouce incorporated milk into editorial content. The magazine’s cover mimicked milk in its all-white presentation and the cooking section opened up to a pitcher of milk, which was featured as an ingredient in three recipes. Metro also used a cut-out milk glass icon on the newspaper’s front page. In addition, the brand worked with fashion mags to include editorial content related to the benefits of milk for healthy skin as part of Quebec’s No Makeup Day.