Dairy Farmers of Ontario resumes Milk & Cookies campaign
By Derek Winkler
Dairy Farmers of Ontario has begun a holiday season campaign called “Milk & Cookies.” The campaign, now in its seventh year, raises funds for children’s hospitals in Hamilton, London and Ottawa. The effort includes a social media component and a branded drinking glass, both using the theme of leaving milk and cookies for Santa Claus on Christmas Eve. The glass reveals a message from Santa when filled with a cold liquid, intended to reassure children spending the holiday in a hospital. In addition, a branded vehicle will distribute free milk and cookies at various Ontario locations. The campaign also includes 30-, 15- and six-second television commercials depicting siblings getting milk and cookies ready. Other elements include out-of-home, cinema and poster ads, as well as online video and influencer activities. The campaign was developed by Broken Heart Love Affair, with media work by Starcom, public relations from Middle Child and influencer relations by Hype PR.
“The ‘Milk & Cookies’ campaign highlights a beloved holiday tradition that spans generations while reinforcing Dairy Farmers of Ontario’s ongoing commitment to supporting our communities,” said Julie Granger, senior marketing manager at Dairy Farmers of Ontario. “At its heart, the campaign is rooted in care and connection. Inspired by milk’s role in a simple but meaningful holiday tradition, we’re inviting everyone to come together this season to show support for kids spending the holidays in hospital.”