The Quebec Federation of Milk Producers aims to rid Quebecers of their winter blues. With the help of Nolin BBDO Montreal, the Federation is targeting 18- to 49-year-olds with a cheerful integrated campaign during a season not normally associated with chilly beverages. ‘Every winter we run a campaign, but this is the first time milk has been associated with a season,’ says Nicole Dubé, marketing director at the Federation.

In addition to an OOH coating of Quebec’s city centres, the campaign aims to accumulate impressions by frequently refreshing content until the end of March. Billboards will change weekly with a series of cheery messages, comforting Quebecers during a season when ‘everyone is complaining about the weather,’ says Dubé.

‘Everyone is aware that milk is good for them,’ Dubé explains, so the brand required a shift in marketing strategy. An emotional consumer connection became the focus in order to maintain current drinkers and help others rediscover milk.

Montreal and Quebec City businesses have the chance to win a delivery of milk, cookies, and heartening messages. The promo is supported via radio station RockDétente, and 14 other radio spots will be included. According to Dubé, radio was emphasized because of its ability to create the same relaxed humour of the billboard ads, explaining that ‘it’s very easy to be creative with radio.’

The comfort concept transfers into major subway stations where a team will escort commuters to large booths equipped with telephones where they can listen to radio ads and receive pins sporting uplifting taglines.

Media buys were completed by Touché PHD and the campaign also spans shopping centres, the web, subway benches, and Metro newspapers.