Dairy Farmers of Ontario is calling out milk’s universal appeal.
The latest campaign for DFO by Broken Heart Love Affair (BHLA), “Everybody Milk,” captures different scenarios where people highlight their love of dairy, from office workers to window cleaners and ice cream vendors.
“With BHLA and the launch of ‘Everybody Milk,’ we are consolidating our brand messaging into a new overarching communication platform that enables us to connect all our marketing efforts to one clear message: everybody loves milk,” says Julie Granger, senior manager, marketing at Dairy Farmers of Ontario. “The campaign is conceived to have broad appeal, which we believe will drive greater effectiveness, so the tone needs to speak to a wide range of audiences.”
Granger tells strategy that while milk has a high consumption rate, the DFO believes there is still an opportunity to strengthen the emotional connection people have to the beverage. “The love for milk is universal and there is an unignorable passion for milk that has always existed,” Granger maintains. “It’s in all the foods we love, our bodies crave it, chefs love it, it’s produced by dairy farmers with love, and it nourishes communities.”
Heading into the holiday season, there are many moments of celebration and social connections, and Granger says the DFO wanted to provide consumers with one more reason to raise a glass and toast with fresh Ontario milk.
The 360 integrated campaign is being brought to life through 00:30 and 00:15 TV ads as well as OLV, billboards, digital advertising, social media, influencers, traditional radio and Spotify audio.
https://youtu.be/B8x8pyjUaBk
To further amplify the campaign launch, Dairy Farmers of Ontario is inviting people to celebrate their love for local Ontario milk at an interactive / sampling experience taking place at Yonge-Dundas Square on Nov. 4th and Nov. 5th, representing the first large-scale OOH execution that DFO’s new Agencies of Record have activated on behalf of the organization.
“The ‘Everybody Milk Tower’ levels up the standard champagne tower [and] it is a true ode to milk, allowing us to celebrate and toast to the universal love of milk,” Granger explains. “The tower was made by a group of dedicated Ontario-based installation experts and milk lovers who used a variety of materials to create it.”
Toronto-based TikTok creator and DFO partner, Jamie Milne from @Everything_Delish will also be on-site at Yonge-Dundas Square to kick off the celebrations. Jamie Milne, the personality behind Everything Delish, is a huge milk and dairy lover and many of her favourite recipes organically feature Ontario dairy, so that authentic passion for the product was a key element of making it a good fit, Granger says.
This fall, Dairy Farmers of Ontario did a send up of trendy subscription vitamins, with claims that the drink contains “15 essentials.”
Broken Heart Love Affair led strategy and creative, with production by Untitled Films; casting by Mann Casting; editing by Saints Editorial; colour, VFX and finishing by Alter Ego and Darling VFX and audio by Circonflex. Starcom managed media, Middle Child public relations and Hype, influencers.
