The Quebec Milk Producers’ Federation, its agency and Quebec’s tva network launched a two-month promotion in February to encourage consumers, especially adults, to drink more milk.

‘We wanted something unique,’ says Nicole Dube, the federation’s director of advertising and promotion.

Rather than a straight advertising buy, the federation and its agency, PNMD/Publitel, were looking for a province-wide promotion which would support milk’s positioning as ‘good for life,’ stimulate consumption and add to what the agency describes as milk’s ‘dynamic’ image.

The primary target was 18-49 year olds (more specifically, 25-49), with a secondary target of those aged 13-18.

The federation and PNMD/ Publitel issued a brief to the tva and Radio-Canada tv networks, as well as to several radio stations.

They asked for a plan that would be ‘more than simply promotional activity.’

Goals

They set out a number of goals.

The campaign would have to: trigger enthusiasm for the promotion and for milk; aim for maximum awareness among the target groups and throughout the province; make people think of milk as frequently as possible; stimulate consumption, and suggest milk’s presence in daily life by integrating it into programming.

They set a budget of $500,000 and let the ideas roll in. tva came up with the winning combination.

The operation, which launched Feb. 12 and will wrap this week, comprises four parts.

Throughout the course of the campaign, short ‘consumption flashes’ will run about four times a day.

The flashes incorporate the federation’s slogan, ‘Don’t miss the bestÉMilk’ into tva program promos.

The seven-second spots highlight upcoming programming with ‘Don’t miss the bestÉ of TVA programs.’

The federation’s logo appears at the corner of the screen.

For the network, the flashes serve the purpose of promoting the next day’s programs.

For the Milk Producers’ Federation, they provide a link with programs that appeal to their target audiences, as well as encourage consumption over the course of the day.

Specific programs

The additional components of the promotion were tied to specific tva programs.

The week of March 7 became Defi-lait, or Milk Challenge week on Ad Lib – a Tonight-like talk show hosted by Jean-Pierre Coallier.

Viewers were encouraged to phone in to a hotline every time they drank a glass of milk. All callers were eligible for one of five family brunches for 10 at l’Auberge des Gouverners.

At the end of the week, representatives from the Milk Producers’ Federation announced who had won the draw.

The contest was supported by a 30-second promotional spot, broadcast for two weeks preceding and during the Milk Challenge week, in which Coallier encouraged viewers to participate.

The hotline received more than 35,000 calls.

13-18 age group

A contest designed to appeal to the 13-18 age group became part of the Salut, bonjour show, shown weekday mornings on tva.

From Feb. 28 to April 1, host Guy Mongrain invited secondary school students to create sculptures using milk cartons. The creator of the best sculpture, to be announced April 15, will win a $5,000 prize.

A 30-second spot aired several times daily in support of the contest.

Marc-Andre Menard, tva business development manager, says the timing of the sculpture promotion was a natural.

‘What are children eating in the morning?’ Menard asks. ‘Cereal, with milk.’

tva’s new combination comedy theatre sports/game show, Piment Fort (Hot Pepper), also seemed a good place to integrate the promotion.

Spokesman

Piment Fort’s host, comedian Normand Brathwaite, was a spokesman for milk for five years.

Results of the promotion will be measured at the end of this month, but, so far, all partners involved are happy.

Dube says she is encouraged by the number of callers who responded during Milk Challenge week.

For Menard, developing and executing the promotional campaign was all part of ‘being a responsible partner.’

The fact that the client markets milk made it easier, he says.

‘Milk is wholesome,’ he says. ‘You can do lots of interesting things without being perceived as crassly commercial.’

Menard says building promotions into the programming schedule, on top of advertising, is making use of underused opportunities on the broadcaster’s end.

He says it has become the network’s responsibility to help its clients put together projects such as the milk promotion.

‘As a network, it’s an important part of our future,’ Menard says.