Dairy Farmers of Ontario begins campaign
By Rob Bale
Dairy Farmers of Ontario has begun a new campaign as part of its ongoing “Everybody Milk” brand initiative. According to the organization, the campaign uses the concept of “care” as its theme, linking it with an offer of milk. The effort consists of 60-, 30- and 15-second television commercials, accompanied by online video, video on demand, connected television, out-of-home and social media advertising. The campaign also includes a temporary installation called “The Care Corner by Milk,” which will operate at the Yorkdale Mall in Toronto on Nov. 15. The campaign was developed by Broken Heart Love Affair, with media work by Starcom. Public relations are being conducted by Middle Child, while influencer activities are being handled by Hype PR.
“With this creative evolution of ‘Everybody Milk,’ we’re continuing to celebrate Ontarians’ universal love for milk,” said Alicia Sumar, marketing director at Dairy Farmers of Ontario. “The lens of care allows us to reveal milk’s deeper emotional resonance and its relevance for consumers by highlighting the meaningful role it has in their lives. Milk is an everyday essential that delivers both nourishment and care.”