BC Dairy and Alberta Milk are celebrating the comforting nature of their products, with a keen eye on multicultural audiences.

The “Here for Good” platform, which was a year in the making, has launched via the hero spot “Good Goes a Long Way,” featuring the stories of how real people connected through dairy in novel ways. Vignettes include a nervous groom-to-be making his in-laws’ chai tea, a heartbroken teen comforted by friends and a bowl of ice cream, and a couple with a broken down vehicle finding comfort from a local dairy farmer.

The campaign is all about reminding its target audience of the good dairy does in their daily lives and in communities. It’s also designed to highlight locally produced ingredients and the work that dairy farmers have done in their community, and being true and authentic in capturing feelings about dairy, informed by research by Intensions Consulting, explains Jennifer Woron, BC Dairy director of market development.

Woron tells strategy that another piece that is important in this campaign is to make sure it is speaking to the true representation of the population, including Chinese, South Asian and Filipino communities.

Woron says while these groups consume less dairy products than the general population, there is great opportunity in the market to remind consumers about dairy, and show them ways the products fit into their lives, which is often outside of conventional meal times. According to the organization’s insights, another opportunity is the target demo is more neutral about the category overall, which presents an opportunity to “feel good about the high standards that there are in Canadian dairy.”

The work was produced in partnership with Mediology, Ethnicity Matters and 123w, which won the joint dairy board account remit last summer.

BC Dairy has had a five-year relationship with Ethnicity Matters. Last year, it completed a robust research study about consumption patterns and sentiment and also global benchmarking with the largest growing three segments in Western Canada.

Launching across Western Canada in March, “Good Goes a Long Way” will be running on TV and online as video, digital display and social assets.

Last winter, with then-agency partner Taxi, the two dairy group lobbies launched a quirky campaign to showcase how odd some popular snacks would be without milk products, in a campaign that was designed to target Gen Z.