Dairy Farmers of Ontario begins milk campaign
By Derek Winkler
Dairy Farmers of Ontario has begun a new campaign called “Milk the Menu,” highlighting milk as a source of protein. Developed by Broken Heart Love Affair of Toronto, the campaign seeks to communicate that a glass of milk can add nine grams of protein to a meal. It includes out-of-home executions near the food court at Union Station in Toronto, incorporating creative that matches the meal closest to the time of day. Additional elements include social media content and influencer activities, as well as online video and digital ads. The campaign also includes support from Starcom, Middle Child and Hype PR.
“Ontarians are looking for convenient ways to get more from the foods they already enjoy,” said Lily Bennett, marketing manager at Dairy Farmers of Ontario. “‘Milk the Menu’ gives us a fresh and relevant way to show how naturally milk can fit into everyday meals, delivering the nutrition value and protein consumers are looking for by simply adding a glass of milk to any meal.”