The campaign, “Milk. It’s in the stuff you love,” focuses on highlighting the presence of milk in foods people already enjoy every day, with contemporary, relevant reminders featuring a comedic new character, a 6-foot-tall glass of milk.
“Attitudes toward food have changed over recent years,” says Pamela Nalewajek, vice president of marketing, DFC. “While millennials may not drink as much fluid milk, they couldn’t imagine living their lives without cheese, yogurt, smoothies, pastry, ice cream, butter and so on.” These consumption habits are especially important to address in this demographic, as 41% of the 10.1 million Canadian millennials are now parents and have the ability to influence the next generation of consumers.
The campaign repositions milk as an ingredient with the goal of driving awareness of milk’s association with dairy products to inspire millennials to reconsider their stance on dairy. “Millennials and generation Z see things quite differently than previous generations and, to be relevant and meaningful, we have to evolve our messaging to reposition milk for this group of consumers,” Nalewajek adds.
By creating emotional connections between consumers and key food products containing dairy, the new campaign raises the profile of the category as a whole by showing that dairy is more than just a glass of milk.
Key elements of the campaign include the use of 15-second video clips inspired by movie and TV scenes, such as romantic comedies and cooking competitions, where the milk character interrupts familiar storylines to let viewers know that he’s in their food, shifting the tone for a comedic twist. Other aspects of the campaign will showcase the same character positioned with popular foods.
The campaign ran from Oct. 22 through Dec. 1 with highly visible, multimedia placements across Canada. The media channels were focused on reaching the millennial audience through their journey to ultimately consider dairy at purchase. Campaign placements included film, online video, digital display, social media, web, in-store and outdoor display advertisements. 
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization which defends the interests of Canadian dairy farmers and strives to create favourable conditions for the Canadian dairy industry. Working in accordance with supply management principles, DFC promotes safe, high quality, sustainable and nutritious Canadian dairy products made from 100% Canadian milk through various marketing, nutrition, policy and lobbying initiatives. Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national activities. Visit Dairy Farmers of Canada for more information.
