Dairy Farmers of Ontario begin 15-A-Day campaign
By Adnews Staff
Dairy Farmers of Ontario has begun a new campaign called “15-A-Day” that focuses on the nutritional benefits of milk. According to the organization, the campaign is intended to parody vitamin subscription services by describing a glass of milk as a supplement that provides 15 nutrients. The campaign includes out-of-home and social media ads featuring online influencers who are known for debunking health myths. It also features a BuzzFeed quiz and public relations. The initiative was developed by Lifelong Crush with support from Broken Heart Love Affair. Media work is being handled by Starcom, with PR by Middle Child and influencer relations by Hype.
“Milk has always been a complete source of nutrients, but some consumers have forgotten about its many health benefits,” said Rosa Checchia, chief marketing and communications officer at Dairy Farmers of Ontario. “The campaign is aimed at reminding people that milk has the same high-quality and naturally sourced nutrients it always has. The ‘15-A-Day’ campaign allows us to hack culture through a popular trend, reaching our target audience to emphasize that there is nothing milk can’t do.”