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Strategic Milk Alliance begins new campaign

The Strategic Milk Alliance has begun a new communications campaign called "Milk Every Moment" that focuses on the pairing of milk and a variety of foods. Aimed primarily at adult consumers, the effort is intended to foster an emotional connection to milk. Developed by DDB Canada of Vancouver, the campaign consists of four 30-second television commercials that will also appear online as pre-roll video ads. These will be accompanied by out-of-home and online display advertising, as well as social media activities and a website at <>. The campaign will run until the end of the year. Media planning is being conducted by OMD, with media buying handled by M2. Some of the creative has been adapted by work originally done by Nolin BBDO for Les Producteurs de lait due Québec last year.

"Milk is a product that makes our favourite foods even better," said Jason Brandes, market development director at the Dairy Farmers of Manitoba. "The new campaign highlights milk's unique ability to elevate a taste experience and deliver moments of pleasure when paired with certain foods, like cookies, cake and sandwiches. Milk is a healthy indulgence that can be enjoyed at every meal and at any time of our lives."

The Strategic Milk Alliance consists of the BC Dairy Association, Alberta Milk, SaskMilk, Dairy Farmers of Manitoba and Dairy Farmers of Canada.

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