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Dairy Farmers of Canada breaks new campaign
Dairy Farmers of Canada has begun a new national advertising campaign. The campaign focuses on the health benefits of milk products and features children encouraging adults to consume more milk daily. The initiative consists of television, print and out-of-home advertising, as well as content integration, digital materials, in-store activities and public relations. In English Canada, the campaign will also include the participation of registered dietitian Sue Mah. The organization has also released a free mobile application called the "Geat Enough Helper," which consumers can use to track their daily milk intake. Each day a consumer uses the application, Dairy Farmers of Canada will donate one dollar to either the Heart and Stroke Foundation, Osteoporosis Canada or the Colorectal Cancer Association of Canada.
The campaign was developed by KBS+ Montreal. Media was handled by MacLaren M2 Universal. The digital elements were created by Twist Image. In-store activities are being conducted by Attitude Marketing and Launch. Public relations are being handled by Merkato and Massy Forget Langlois Public Relations.