Dean Foods, under the creative and executive direction of Moosylvania, offered milkshake fanatics everywhere the opportunity to participate in a contest where culinary inventiveness was a must. To be a Below Zero Hero, contestants had to submit to the website their milkshake recipes using Dean products – namely ice cream and milk – as the primary ingredient. Upon the completion of the submission period, recipes were then tested by judges and the top 10 were called out on the website, where consumers were then invited to vote on their favorites. The winner was awarded with $10,000. Dean Foods was overwhelmed with the success of the contest and has asked Moosylvania to help to recreate it in the coming years.