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Special Project

Special Project
From the 16th Annual Shorty Awards

Promised Land Milkshake Summer

Entered in Contest or Promotion


When dairy brands can be pigeonholed into holiday drive times, we knew that Promised Land has delicious useage occasions for their product all year long.

Milkshake Summer aimed to drive engagement, brand advocacy and consumption during the summer months to keep our consumers both cool and satiated with their delicious line of creamy milk.  

Strategy and Execution

This summer, we inspired fans to “milk”-shake it up all summer long with Promised Land Dairy’s Milkshake Summer. From weekly giveaways of curated summer prize packs that get fans having more fun (and thinking of us whenever they do) to our Milkshake of the Week recipes that get fans enjoying more of the rich, creamy taste of Midnight Chocolate Milk and Very Berry Strawberry, we hosted our biggest, bestest milkshake bash ever. 

We featured two Flavor Ambassadors—Taryn Camp and Maria Saba—to spread the word, sharing their own recipes to get us get consumers engaged  and encouraging fans to make the milkshake of the week and enter our weekly giveaways throughout June and July.

Every “Milk Monday,” we shared a new themed prize pack for our weekly giveaway. The next day, we posted our milkshake of the week recipe, encouraging our followers to make the recipe, share a photo and tag us for an extra giveaway entry. On Fridays, we shared UGC from the week in our stories and announce the winner of that week’s prize pack. 

For the final week of Milkshake Summer, we will highlighted all of the winners and their prize packs on our stories. Additionally, each Influencer got to  give away a cooler of Midnight Chocolate Milk to one of their followers.



1.3K+ Entries

31% Engagement Rate

+813% Increased follower growth from 2022 Summer Giveaway


Video for Promised Land Milkshake Summer

Entrant Company / Organization Name

AMP Agency, Promised Land


Entry Credits