Prairie dairy milks teen media

The Prairie Milk Marketing Partnership (PMMP) has just launched a substantial multi-platform campaign championing the healthy benefits of cow juice.

In order to spark milk sales to Manitoba, Saskatchewan and Alberta teens, the Prairie Milk Marketing Partnership (PMMP) has just launched a substantial multi-platform campaign championing the healthy benefits of cow juice.
The 18-month “Fact/Fiction” campaign by Cossette West includes six 30-second TV spots (featuring a disappearing skateboarder and jogging, sneaker-wearing cows), magazine advertising, an illustration-based website and a social media aspect that extends to YouTube, Facebook and Twitter. The real nutritional value of milk versus fun fiction (“Skim milk comes from athletic cows”) will also roll out on mall posters, transit shelter ads near schools and interior bus ceiling ads in Winnipeg, Calgary, Edmonton, Regina and Saskatoon.
A grassroots campaign involving locker posters in hockey rinks will be introduced in January, with another spike in activity set for March break 2010.
Previous campaigns have produced extraordinary results for the PMMP, a collaborative initiative funded solely by 1,188 prairie dairy farmers, says Jason Brandes, marketing development director for member organization Dairy Farmers of Manitoba, stating that milk sales have increased 18% between 2003 and 2009.
Earlier campaigns focused on an older demographic, specifically mothers; this time around, they hope to reach approximately 675,000 teens, or 90% of the 12- to 17-year-olds living in the Prairies, according to Cossette West VP/CD Rob Sweetman. “We wanted to reach a new segment and really measure a larger sales increase than before,” he says.
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