Dairy Farmers of Canada breaks new campaign
By Adnews Staff
Toronto-based Dairy Farmers of Canada has begun a promotion based on cell phones and Web marketing as a complement to its new advertising campaign. The initiative, aimed at Canadian youth, includes 30- and 60-second television commercials created by Due North Communications. The ads depict an R&B group performing an updated version of the hip hop-style milk song used in previous ads from the organization. The campaign will run in Ontario and the Maritimes for eight weeks. Beginning March 6, the ad will run in movie theatres in the same regions for four weeks. Consumers can also visit a website located at <http://www.milkhiphop.ca> to download a karaoke program for their cell phones and three versions of the song. The site also offers ringtones, wallpaper and the new commercial. Armstrong Partnership developed the Web and mobile strategy, while SilverBirch Studios created the online materials and the software, called Mobiloke. "Teenagers use their cell phones for a lot more than just talking. They're using them as interactive multi-media entertainment devices," said Roberta Jessup-Ramsay, marketing director at Dairy Farmers of Canada. "With Mobiloke, we can take the most recognizable feature of our hip hop commercial, the song, and let teens have fun with it on their cell phones." Dairy Farmers of Canada is the national policy, lobby and promotional organization representing the country's dairy producers.