Dairy Farmers of Canada break new campaign
Dairy Farmers of Canada has begun a new marketing campaign called “Milk. It’s in the Stuff You Love.” Aimed primarily at millennial- and younger-aged consumers, the campaign focuses on the presence of milk in a variety of popular foods. The creative features a spokescharacter in the form of a six-foot-tall glass of milk. The campaign includes 15-second videos intended to resemble well-known style of television program, such as a romantic comedy and a cooking show. In each execution, the spokescharacter interrupts the other characters to point out the milk in their food. The ads will run on television, in theatres and online. The videos will be accompanied by digital display ads, social media content, web content, in-store materials and outdoor display ads. It will run until Dec. 1.
“Attitudes toward food have changed over recent years,” said Pamela Nalewajek, vice-president of marketing for the organization. “Millennials and Generation-Z see things quite differently than previous generations, and to be relevant and meaningful we have to evolve our messaging to reposition milk for this group of consumers. While millennials may not drink as much fluid milk, they couldn’t imagine living their lives without cheese, yogurt, smoothies, pastry, ice cream, butter and so on.”