After a vigorous workout, you reach for a cold, refreshing bottle of… chocolate milk? That’s what the Dairy Farmers of Canada are suggesting. A new campaign from Due North Communications promotes the post-workout benefits of chocolate milk, including its levels of protein and carbohydrates (white milk is recommended for less strenuous workouts). Rob Nadler, group account director at Due North, says that while most people are aware of the need to rehydrate after a workout, ‘nobody’s ever really talked to the average consumer about the fact that after a workout, you need to refuel your muscles specifically.’

In August and September, the campaign educated personal trainers and athletes at marathons, triathlons and CanFit Pro events, and through a partnership with Goodlife Fitness. The consumer launch, which runs through December, will educate the public through TV commercials, ads in fitness magazines, flyers in Goodlife gyms and consumer events in hockey arenas and sport clubs throughout Ontario and the Maritimes. It all drives to rechargewithmilk.ca, which provides information on the post-workout benefits of milk, plus a contest to win prizes and gym memberships. Due North also came up with the concept of tsn.ca‘s milk-sponsored ‘Spills of the Week’ and thescore.com‘s ‘Spilt Milk Plays of the Week.’

The TV and magazine ads will make a comeback in March, when many people wake from winter hibernation to hit the workout circuit again.