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Strategic Milk Alliance breaks first campaign

The Strategic Milk Alliance has begun an advertising campaign called "Milk Every Moment." This is the first campaign the organization has conducted since its formation last year. The initiative, developed by DDB Canada of Vancouver, seeks to remind adults and teenagers of the pleasure of drinking milk as a child. The national campaign begins with a 60-second cinema commercial called "Fun" that depicts various activities children do for enjoyment. It ends with the voiceover, "While not everything we did when we were kids made sense, drinking milk did, and still does." The campaign also includes three 30-second television commercials using the same theme. The ads also direct viewers to a website at, where they are invited to enter a contest by sharing recipes, photographs and videos. Public voting will determine four winners, who will receive digital camera prize packages. The campaign also makes use of digital, print and outdoor advertising, along with social media activities, public relations, experiential marketing and shopper marketing. The campaign will run through the year. Media planning is being conducted by OMD. "People, as they move into adulthood, are likely to replace milk with other beverages," said Katherine Loughlin, manager of market development at Alberta Milk. "With the goal of increasing adult and teen milk consumption across Canada, the new campaign reminds people how great milk pairs with certain foods, something they would have known as kids and may have forgotten over the years." The Strategic Milk Alliance represents the BC Dairy Association, Alberta Milk, SaskMilk, Dairy Farmers of Manitoba and Dairy Farmers of Canada.

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