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Dairy Farmers of Canada begins Get Enough campaign
Dairy Farmers of Canada has begun a national advertising campaign encouraging Canadian adults to consumer more milk products daily. The initiative, called "Get Enough," was developed by KBS Montreal. It consists of three television commercials focusing on milk, yogurt and cheese. The creative uses close-up slow motion imagery to depict the beauty of the food. The campaign also highlights the health and nutrition benefits of these products.
The campaign also includes a mobile application and other digital elements developed by Mirum. Consumers can use the application to track their food servings. For each download of the program, the organization will make a one-dollar donation to the Heart and Stroke Foundation, Osteoporosis Canada or the Colorectal Cancer Association of Canada.
Media planning and buying are being handled by Initiative, while public relations are being conducted by DDB Public Relations and Massy Forget Langlois Public Relations. The campaign will run until the end of the year.
"Research tells us that a majority of Canadians are still not getting enough milk products every day, so we wanted to show our products at their most delicious," said Nathalie Savoie, assistant director of nutrition at Dairy Farmers of Canada. "But more than that, we wanted Canadians to know that by getting enough milk products every day they can both take better care of their health and contribute to the fight against disease by using our app."