Dairy Farmers of Canada launches new campaign repositioning milk for the next generation of consumers

October 22, 2019 (Ottawa)—An innovative new campaign by the Dairy Farmers of Canada (DFC) aims to shift perceptions of dairy amongst the next generation of consumers and redefine it in a positive way. Milk. It’s in the stuff you love focuses on Millennial and Gen-Z consumers by highlighting the presence of milk in foods that people enjoy every day.

“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.”

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. Anchoring this concept is the six-foot-tall glass of milk character featured in the campaign, who reminds viewers that milk is in the foods that people love.

The campaign is about milk as an ingredient. The goal is to drive awareness of milk’s association with dairy products and inspire millennials to rethink their stance on dairy.

“While millennials may not drink as much fluid milk, they couldn’t imagine living their lives without cheese, yogurt, smoothies, pastry, ice cream, butter and so on,” explains Nalewajek. These consumption habits are especially important to address in this demographic as 41% of millennials are now parents and have the ability to influence the next generation of consumers.

Key elements of the campaign include the use of 15-second video clips inspired by movie and TV tropes such as romantic comedies and cooking competition shows, where the glass of milk character interrupts familiar scenes 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.

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.

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