The ontario Milk Marketing Board wants young adults to Keep At It.
The line has been added to the board’s successful advertising theme of Milk for Energy and 15 Essential Nutrients for its new campaign.
Nicholas Price-Owen, advertising manager for the board, says the Keep At It line is meant to encourage young adults – aged 18-34 – to maintain the milk-drinking habit they developed when they were younger.
And, Price-Owen says the campaign is so popular with milk producers in western New York they have bought it to run on Buffalo stations.
Price-Owen says the campaign is using four new 30-second tv spots, back-lit billboards, paper posters and two ‘spectacular’ boards in Toronto featuring the work of artist Rene Milot.
He says the tv spots began in late July and will run on stations across Ontario for at least four months and again next year.
He says the back-lit billboards will be up for six months or longer in Ontario, with the paper posters displayed for eight weeks.
Price-Owen says the campaign stems from the board’s desire for new advertising and a target group changeover, adding its target group alternates between young adults and teenagers.
Montreal’s Watt Burt Advertising, with McKim Baker Lovick/BBDO in Toronto created the tv spots. Chris Stone Audio did the music.
