Milk West begins Snack Time campaign
Milk West has begun a new campaign called "Snack Time" intended to encourage teenagers to drink milk with their snacks. The campaign, developed by DDB Canada of Vancouver, consists of a 12-episode series of animated online videos. The videos feature characters who are anthropomorphized versions of various snack foods. The first three videos in the series have been posted to YouTube. The campaign will also include Tumblr content and paid media components.
"Teens are a tough segment and finding a natural place to engage with them is challenging," said Jason Brandes, market development director at Milk West. "They expect more from marketers than previous generations and spend less time with traditional media. The Snack Time web series creates a relevant platform for milk to connect with teens on an ongoing basis by serving them fresh, engaging content that they are already seeking."
Media strategy and buying for the campaign are being conducted by OMD Vancouver. This is the first youth-specific initiative Milk West has undertaken since the group was created in 2012. Milk West is a marketing organization comprising Alberta Milk, the BC Dairy Association, Dairy Farmers of Manitoba and SaskMilk.