A source of vitamins, protein and calcium, milk is good for your health. But dairy brand Dutch Mill was having problems spreading that message to young Thai consumers during the country’s lockdown. Luckily, as we’ve seen elsewhere, gaming enjoyed a huge boom during the period. While other brands hopped on to Animal Crossing, Dutch Mill and its agency CJ Worx opted for Fortnite. So it an army of “Dutch Mill Girls” were sent into the battle zone; not to fight, but to deliver health kits to other players and boost their energy. An initiative that effectively milked the game’s popularity.