Highlights
- Millennials and Gen-Z see things quite differently than previous generations, and to be relevant and meaningful we have to evolve our messaging to reposition milk for this group of consumers.
- By creating emotional connections between consumers and key food products containing dairy, the new campaign raises the profile of the category as a whole by showing that dairy is more than just a glass of milk.
Millennials may not drink as much milk as previous generations, but they couldn’t imagine living their lives without cheese, yogurt, smoothies, ice cream, or butter.
In response to these changing tastes, an innovative new campaign by the Dairy Farmers of Canada (DFC) aims to shift perceptions of dairy amongst Millennial and Gen-Z consumers by rethinking how it’s consumed. Milk. It’s in the stuff you love focuses on highlighting the presence of milk in foods that people already enjoy every day, like pizza, with contemporary, relevant reminders featuring a comedic new character, a 6-foot-tall glass of milk.
“Attitudes toward food have changed over recent years,” says Pamela Nalewajek, Vice President, Marketing, DFC. “Millennials and Gen-Z see things quite differently than previous generations, and to be relevant and meaningful we have to evolve our messaging to reposition milk for this group of consumers.”
Key elements of the campaign include the use of 15-second video clips inspired by movie and TV scenes such as romantic comedies and cooking competitions, where the glass of milk character interrupts familiar storylines to let viewers know that he’s in their food, shifting the tone for a comedic twist. Other aspects of the campaign will showcase the same character positioned with popular foods.
By creating emotional connections between consumers and key food products containing dairy, the new campaign raises the profile of the category as a whole by showing that dairy is more than just a glass of milk.
The campaign breaks on October 22nd with highly-visible, multimedia placements across Canada. The media channels are focused on reaching the millennial audience through this journey to ultimately consider dairy at purchase. Campaign placements will include tv and cinema, online video, digital display, social media, web, instore and outdoor display advertisements and will run until December 1st.