Dive summary: 

• In a recently released campaign from the Milk Processor Education Program, video spots feature milk taking on popular breakfast foods like omelets and orange juice in a "Protein Fight Club." 
• The video spots were created by Deutsch, New York and focus on milk's eight grams of protein in each eight oz. glass; MilkPEP wants consumers to associate protein with milk, not just Vitamin D or calcium. 
• As the name suggests, the ads are a nod to the movie Fight Club; the campaign is set to launch this week with an event featuring WWE personalities at a New York boxing gym. 

From the article: 

'"When most Americans think about milk they think about calcium and vitamin D. Protein is not always associated with milk,' Ms. Kadison said. ''Protein Fight Club' brings that home in a funny way. We want to make sure we capture consumers' attention.'"