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Strategic Milk Alliance begins Snack Masters campaign

The Strategic Milk Alliance has begun a promotion called "Snack Masters." Developed by DDB Canada Vancouver, the initiative takes the form of a series of online videos in which Canadian chefs suggest snacks that they think would pair well with a glass of milk. The videos and the recipes will be posted to a new website at <>. The site will be promoted with display advertising, 15-second preroll ads, social advertising and other elements. Media planning is being conducted by OMD Vancouver, with media buying handled by M2.

"Our research shows that milk has the ability to elevate a taste experience when paired with certain foods," says Jason Brandes, spokesperson for the Strategic Milk Alliance. "The Snack Masters series allow us to engage with audiences by having well-known chefs in their communities explore such pairings in their own unique way, which we hope will inspire Canadians to make these recipes at home and enjoy them with a cold glass of milk."

The campaign also includes a collaboration with CBC, which will consist of a milk-themed cooking segment on the Steven and Chris show on Sept. 22, accompanied by a 30-second commercial.

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