Aubrey Plaza has taken the term “tree hugger” to another level.  

In a new ad from MilkPEP (short for Milk Processor Education Program), the White Lotus star announces her latest role as co-founder of Wood Milk, a product she describes as “The wortd’s first and only milk made from wood.”  

“Have you ever looked at a tree and thought, ‘Can I drink this?’” the Parks and Recreation alum asks while staring lovingly at her muse and caressing various other timber. “I did!”  

Through shots of her frolicking through “wood milk orchards,” Plaza assures viewers, “We’re certain that our artisanal milk will be the only milk you’ll want to drink for the rest of your life. Why?”  

She then quickly shifts into her trademark deadpan tone: “Because I said so.”  

A splinter-mustached Plaza eventually acknowledges that the product doesn’t actually exist, revealing that this is, in fact, a “Got Milk?” ad.  

“Is Wood Milk real? Absolutely not. Only real milk is real,” she declares in a swipe at plant-based brands marketing their products as milk.  

If MilkPEP’s campaign, created by agency Gale, feels akin to a Saturday Night Live sketch, that might be because it was directed by Hannah Levy and co-written by Neil Casey, both of whom are alums of the comedy institution.  

“People are making milk out of anything these days, but there’s only one real milk,” Gale chief brand and experience officer Winston Binch said in a statement. “To make the point in an entertaining way, we came up with our own absurd and fictional alt-milk brand.”   

Dairy vs. plant-based

In recent years, as the plant-based food category has grown, the dairy industry has challenged whether alternatives such as oat, almond and soy beverages can legitimately use the label “milk” on their products.  

In February, the Food and Drug Administration issued guidance saying that plant-based brands could call themselves “milk.” The agency also called for extra nutrition labels that would note when the drinks have lower levels of nutrients than dairy milk.  

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