Dairy Farmers of Ontario Brings Holiday Magic to Kids Spending Christmas in Hospital

The ritual of leaving milk and cookies for Santa on Christmas Eve is a time-honoured tradition that sparks magic, joy and connection, and it remains just as meaningful today as it has been for generations. But for kids in hospitals over Christmas, they often worry Santa won’t know where to find them because they're not at home.

​Dairy Farmers of Ontario’s annual 'Milk & Cookies' campaign is a platform for everybody to join in making sure brave kids know they are being thought about and to help ensure they feel holiday magic and care, no matter where they are.

For the seventh consecutive year, Dairy Farmers of Ontario has made their annual holiday donation of $500,000 to SickKids and other children’s hospitals in Hamilton (McMaster Children’s Hospital), London (Children’s Hospital) and Ottawa (CHEO). The donation supports the highest priority needs across the hospitals and helps bring joyful initiatives to children and families spending the holidays in Ontario children’s hospitals.

Beyond the donation and inspired by the holiday tradition of milk and cookies for Santa, Dairy Farmers of Ontario is once again inviting Ontarians to show support for kids and families spending the holidays in Ontario Children’s hospitals, through the new Magic Milk Glass social media initiative and Magic Milk Truck activations.

While adults know Santa never misses a child, kids spending the holidays in hospital often worry Santa won’t know where to find them. This year’s Magic Milk Glass helps reassure kids that we’re all helping to remind him. The special Magic Milk Glass reveals a message for Santa when cold milk is poured, reminding him to include Ontario children’s hospitals on his Christmas Eve journey.

The campaign is anchored by new :30, :15, and :06 TV spots depicting siblings on a charming Christmas Eve mission to prepare Santa’s milk and cookies. The story reinforces milk’s intrinsic role in the holidays showing that sharing a glass of milk at Christmas time not only creates a sense of magic but is also a symbol of care.

Families across the province are invited to show support by leaving a holiday message of encouragement for kids spending the holidays in the hospital @ontariodairy's Magic Milk Glass post on Instagram or Facebook, from November 27 - December 14. Participants will also have the chance to win a Magic Milk Glass of their own. Ontario consumers can also visit the Magic Milk Truck to enjoy complimentary milk and cookies, festive activities and meaningful ways to show support for kids and families spending the holidays in Ontario children's hospitals. The Magic Milk Truck will make a special stop at SickKids, followed by stops at Shops at Don Mills, and The Well. All messages collected online and on-site will be shared with families with children spending the holidays in Ontario children’s hospitals to remind them we’re all thinking of them during the holidays.

The campaign is amplified through OOH placements across Ontario; in-cinema video and poster ads; OLV across Meta, TT and Pinterest, and Influencer content. Custom digital content on Corus network featuring Ontario baker Anna Olsen and a broadcast integration with Rogers round out the media plan.

Following the 2025 campaign, DFO will have donated more than $3.6 million through its 'Milk & Cookies' campaign to support the highest-priority needs across the hospitals and initiatives for patients and families spending the holidays in Ontario children’s hospitals.

The campaign is being brought to life by Dairy Farmers of Ontario and their partner agencies with: Broken Heart Love Affair leading strategy and creative; Starcom on media strategy and buying; Middle Child managing public relations and experiential and Hype PR managing influencers

“The Milk and Cookies campaign highlights a beloved holiday tradition that spans generations—the ritual of leaving out milk and cookies for Santa—while reinforcing Dairy Farmers of Ontario’s ongoing commitment to supporting our communities,” said Julie Granger, senior marketing manager for DFO. “At its heart, the campaign is rooted in care and connection. Inspired by milk’s role in a simple but meaningful holiday tradition, we’re inviting everyone to come together this season to show support for kids spending the holidays in hospital.”

“It is an honour every year to be part of the DFO Milk and Cookies campaign,” said BHLA founder and CCO Todd Mackie. “DFO’s longstanding commitment to making Christmas brighter for kids in hospitals is inspiring for all of us. It just wouldn’t be Christmas without it.”