• by Fern Siegel , March 17, 2025

Peeps, known for its marshmallow chicks, is teaming with Promised Land to promote Promised Land Sweet Marshmallow Milk.

The new campaign is by Peeps' creative AOR Bakery. The limited-time product is launching for Easter. Spots feature the bright yellow Peeps mascot.

There are two: "Milk Man" and "Farmer."

The campaign includes live local events, such as the San Antonio Coffee Festival and a pop-up at Serendipity in New York. Other creative includes content across organic and paid social media (both video and static), exclusive merchandise and influencer partnerships in key markets, such as Texas, Florida and New York.

“Peeps milk is such an odd idea — we couldn’t help but love it,” said Micky Ogando, founder-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?”

Bakery says its focus is brand obsession. Client work includes Shiner Beer, NatureSweet and Pearl.

Peeps is owned by Just Born, Inc., a family-owned confectionery company based in Pennsylvania.