Milk is becoming a forgotten beverage but during the holiday season it sees a resurgence in recipes, as a warming comfort drink, and, of course, as the favoured refreshment of Mr. Claus. Quebec Milk Producers capitalized on the season to launch a vast integrated campaign to remind Quebecers to drink their milk. With a tagline “There’s Milk Here!” a marquee visual reference (a milk glass mimicking a pointing arrow) was deployed across all media. On TV, 15 iconic movies, like Christmas Vacation, were broadcast with a lower third that was shaped like an arrow and pointed to milk that appeared during a movie scene. Elsewhere, arrows pointed to milk in online recipes and inside grocery store refridgerators. On mobile, a Santa compass pointed to more than 1,700 geo-fenced milk points of sale. Quebecers drank it all up, with sales in la belle province doubling those in Ontario year-over-year.