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Dairy Farmers of Canada conducts milk carton campaign

Dairy Farmers of Canada has begun a promotion for milk in association with commuter newspaper Metro. The initiative, which began on March 21, makes use of 75 Metro newspaper boxes in Toronto, Halifax and Montreal decorated to resemble milk cartons. The creative was developed by KBS Montreal and Initiative Media as part of the organization's ongoing "Get Enough" awareness campaign. The effort also included a Metro cover wrap and digital billboards. The promotion will run four four weeks.

"We are excited to implement a unique and unexpected treatment to raise interest and awareness of our campaign," said Nathalie Savoie, assistant director for nutrition at Dairy Farmers of Canada. "We wanted a new way to break through the clutter, and Metro was willing to work with us to go that extra mile to reach our audience."

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