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Dairy Farmers of Canada breaks Get Enough campaign

Dairy Farmers of Canada has begun a new national marketing campaign called "Get Enough" that encourages adults to consume more milk products. Developed by KBS+ of Montreal, the campaign consists of three television commercials in English and French. Three additional phases of the campaign, which will take place at separate times through the year, will focus on milk, yogurt and cheese. They will make use of transit, online video pre-roll, out-of-home and print advertising, as well as participation in a series of events with Chatelaine magazine and Rogers.

"While the TV campaign is focused on creating an emotional connection with milk products via a parent-child role reversal, the mini-campaigns focus more on helping consumers understand that they can eat well, live better and have an impact on disease prevention by downloading and using our free Get Enough Helper App," said Nathalie Savoie, assistant director of nutrition at Dairy Farmers of Canada.

The campaign also includes public relations activities in association with the Heart and Stroke Foundation, Osteoporosis Canada and the Colorectal Cancer Association of Canada. PR is being handled by DDB Public Relations and Massy Forget Langlois Public Relations. Media work for the campaign is being conducted by MacLaren M2 Universal. A mobile application and online video were developed by Mirum.

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