Want to know the secret behind The Dark Knight‘s success? You can find the answer right on his face.

In this latest campaign for the Milk Processor Education Program, Batman does his best to promote the benefits of the white stuff:

“Others reload. Batman refuels. Research suggests that milk’s unique mix of nutrients can help athletes recover after exercise. And its protein can help build muscle. So train hard and drink lowfat or fat free milk, because the Batmobile isn’t the only thing that needs to refuel.”

While Bruce Wayne is definitely not the first superhero to give us their best milk-mustached look, he is the first crusader - and man - to do it twice. (The only other repeat performers are Serena Williams, Martha Stewart, Laila Ali and Beyoncé.)

What also makes this particular campaign special is its tie-in to DC Comics. A lucky contest entrant will have the chance to make a cameo in an upcoming Batman comic book. Those interested in being immortalized in print can find more information here.