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Dairy Farmers of Canada breaks chocolate milk campaign
The Dairy Farmers of Canada has begun a new advertising campaign called "Recharge with Milk," promoting the benefits of drinking chocolate milk after exercise. The campaign, developed by One Advertising of Toronto, includes television, out-of-home and digital advertising, as well as in-store materials, events and sponsorships. It also includes a contest component, the winner of which will receive a trip to the 2015 Mississauga Marathon or Blue Nose Marathon, as well as a 12-week training program with Canadian Olympic athlete Simon Whitfield. Consumers can enter by submitting their post-workout routines via Twitter or Instagram. The campaign also features a website at <http://www.rechargewithmilk.ca>. The contest will run until May 25, while the campaign as a whole with run through the end of the year.
"We wanted this campaign to be as energetic and active as the people we are trying to reach," said Karen Howe, creative director at One Advertising. "Routines, as we all know, are tough to change, so our core theme was to demonstrate that by adding the simple and delicious addition of chocolate milk to your post-workout ritual, you'll gain many benefits."
Media planning for the campaign was conducted by M2, while digital work was handled by Twist Image, retail activities are being managed by Attitude Marketing and the experiential component is being conducted by Launch.