Pictures of the X-Factor judge sporting a milk moustache have been plastered across the side of buses all over the UK as part of the 'make mine milk' drive to get more people drinking the white stuff.
Rowland told The Mirror: 'I really believe that looking after your body makes you feel good on the inside and happy on the outside. When I'm feeling fit, I also feel confident and comfortable in my own skin. I like to eat healthily and milk is an important part of that; I have muesli with semi-skimmed milk when I wake up in the morning and now that I am spending this winter in London, I love to pick up a latte on my way home from the studio when it's cold outside.'
Other celebrities to have joined the campaign include Harry Potter star Rupert Grint, F1 driver Jenson Button, supermodel Elle Macpherson and chef Gordon Ramsay.