The Milk Processor Education Program will team again this year with the beloved PEANUTS® characters to help increase milk sales with the “Chocolate Milk: The Official Drink of Halloween” promotion. The 2012 promotion reminds moms that low-fat chocolate milk is a tasty and healthy Halloween treat while providing retailers with an easy way to enjoy an incremental lift in sales.

The ad, featuring the beloved PEANUTS characters dressed in Halloween "disguises," will appear in Parents Magazine, Redbook, Better Homes & Gardens, Us Weekly, Martha Stewart, Scholastic Parent & Child, People and other magazines through Oct. 31.

Now in its seventh year, the Official Drink of Halloween promotion has generated positive results for retailers. Some have reported an increase in flavored milk sales of as much as 5 percent to 15 percent during the promotional period.

“Halloween provides an additional occasion for consumers to drink milk, allowing retailers to increase sales of chocolate milk,” said Julie Buric, MilkPEP vice president of marketing.

The annual Halloween promotion will run nationwide in stores through October 31.

For more information, visit milkpep.org or contact Buric at jburic@milkpep.org.