Dairy Farmers of Canada has begun a new television campaign promoting chocolate milk as a post-workout recovery beverage for athletes. The campaign, developed by Due North, consists of two 30-second commercials depicting a marathon runner and a cyclist. Each execution begins at the end of a race, then proceeds back to the starting line, then to the day before the race when each athlete drank chocolate milk after a workout. The campaign, aimed primarily at athletic men and women over the age of 18, also includes online, out-of-home and magazine advertising, as well as sponsorships. "At DFC, we know healthy eating and an active lifestyle are both equally important to the health and well-being of Canadians and chocolate milk is part of the equation when it comes to physical activity and optimal recovery’," said Claire Payette, marketing director for the organization. Media buying and planning was conducted by M2 Universal, with digital creative produced by Twist Image and activations handled by Launch.