While I agree that it's a good idea to decrease the push with America's youth to consume more junk food and, face it, the kids don't need to be encouraged to eat more junk, the ads are really more aimed at getting their parents to purchase more of these junk foods in hopes of winning the contests, it bothers me that PCRM is implying that milk is a junk food.
Then again, given that PCRM is a vegan organization and milk is an animal product, it shouldn't surprise me that much.