Titled “Milk Every Moment,” the campaign aims to reconnect teens and adults with drinking milk and create an incremental consumption opportunity.

It positions milk as the perfect sidekick to every snack or meal while demonstrating it as a timeless pleasure that can be enjoyed at any age.

Television, cinema, digital, social, print, out-of-home and shopper marketing make up this integrated campaign, driving traffic to the campaign’s website, click here to view.

The campaign kicked off with a 60-second cinema commercial that depicts childhood memories – when cardboard boxes provided hours of entertainment and wearing rubber gloves on your feet felt normal.

Three nostalgic 30-second television ads will also air throughout the year to remind consumers of their childhood and to reinforce the idea that although not everything we did when we were kids made sense, drinking milk did ... and still does.

The Milk Every Moment campaign also includes outdoor advertisements, magazine ads and online visibility, as well as a major in-store initiative in grocery stores across English Canada. Each of these activities will invite consumers to visit the website to share content such as favourite milk pairings, recipes, photos and videos.

The website also includes contests, the first of which was launched June 17, and invited Canadians to post and share pictures, videos or stories of themselves or their children engaging in memorable childhood moments.

The content generated was shared directly on the website via Facebook, Twitter, Google+ and Pinterest. Four winners were selected through a series of public voting and editorial considerations; three of them received a Polaroid digital camera, and the grand-prize winner was awarded a DSLR digital camera.

To each his own for ice cream lovers across Canada
During the summer, Dairy Farmers of Canada is once again promoting real ice cream made from 100% Canadian milk to consumers across the country.

This year’s campaign will entice Canadians to treat themselves without guilt to real ice cream and encourage them to look for the 100% Canadian Milk symbol.

Three television ads showcasing the different ways people eat ice cream, depending on their mood and the moment, are broadcast on national television channels, while outdoor advertisements in Montreal, Toronto and Vancouver, as well as in participating ice cream shops throughout the country, showcase how people with different personalities eat ice cream.

An online contest to win a year of free ice cream and a freezer is being promoted in major grocery stores across the country (with more than 1,370 participating stores) to encourage consumers to buy ice cream bearing the 100% Canadian Milk symbol.

Open from June 24 to Aug. 19, the contest is open to all Canadian residents. Visit www.realicecream.ca to learn more about the contest and find out if your favourite ice cream is made from 100% Canadian milk. Finally, web banners, online videos and social media activity will be used to direct consumers to the website and remind them that any reason to eat ice cream is a good reason.  PD

A primary goal at Dairy Farmers of Canada (DFC) is to promote the quality and the great nutritional value of Canadian dairy products. Through advertising, contests, partnerships, educational programs and media relations, DFC promotes Canadian milk products and encourages healthy eating habits.