One Twenty Three West has won the joint BC Dairy-Alberta Milk account.

The independent Vancouver and Toronto-based shop is being tasked with repositioning both brands in western markets.

“123w has a very experienced team and we’re excited to work with them on a new approach to promoting dairy products in BC and Alberta,” says Jennifer Woron, director of market development at BC Dairy.

In 2022, BC Dairy and Alberta Milk teamed up to strategically align their marketing and communications efforts moving forward. This was done, Woron says, to have a greater impact and to do more on behalf of BC and Alberta producers. In September, the two dairy boards – alongside BC Milk, SaskMilk and the Dairy Farmers of Manitoba – also agreed to a new governance model for collaborations that will better align their respective resources and areas of expertise.

Jonathan Longworth, partner and COO at 123w, says the agency is looking to build the reputations of both brands, with plans to launch a new positioning later in the year. Until then, BC Dairy and Alberta Milk expect to run campaigns from previous incumbent agencies through much of 2023.

This includes a recent campaign by Taxi for both BC Dairy and Alberta Milk that questioned what favourite meals and snacks would be like without dairy products.

Taxi was named AOR for BC Dairy in 2018. Calgary’s VenturePlay was named marketing AOR for Alberta Milk in 2021.