Borden milk is putting the “moo” in Megan McDonald’s Judy Moody series with a summer reading campaign featuring the nine-year-old and her brother, Stink, “Mooo-dy Summer Mania.” The fictional pair will join Elsie the Cow on more than 1.5 million half-gallon milk containers with peel-away labels. Printed on them is a code that kids and parents can use on the campaign’s accompanying website,, which goes live on June 9.

The site contains “way-cool” prizes, downloadable stories about Judy Moody and Stink – including an original, never-before published story – sample chapters from the books, and activities. In addition, there are instructions for entering a “Way-Cool Sweepstakes!,” which has a grand prize of the entire hardcover collection of more than 20 Judy Moody and Stink books, signed by both McDonald and illustrator Peter H. Reynolds.

“We are thrilled to partner with Candlewick Press to share the imaginative and always entertaining world of Judy Moody and Stink with Borden customers,” said Jenica Oliver, director of marketing at Borden. “With the launch of Mooo-dy Summer Mania, our customers will have the opportunity to encourage their children to read and grow with the purchase of each Borden half gallon.”

This type of promotion is a first for Borden. Although Candlewick has previously participated in consumer partnerships, according to Candlewick’s Laura Rivas, none has been at this level of partnership and customization.