Strategic Milk Alliance channels childhood memories

The dairy producers' organization is leveraging TV spots and a social media contest to reconnect adults to the behaviour of drinking milk.

The Strategic Milk Alliance, a group of dairy producer organizations representing all of Canada (except Quebec), is looking to reconnect teens, as well as adults aged 35 to 45, to drinking milk with its “Milk Every Moment” campaign.

With media by OMD’s Vancouver office and creative by DDB Vancouver, the campaign relies on cinema pre-roll and TV spots that will air across conventional and specialty channels, including CBC, CTV, Food Network and Slice.

The TV creative highlights childhood behaviours, like sticking your tongue to a frozen pole, that are best left in childhood, while highlighting drinking milk as a behaviour that should be continued at every age.

The buys are supported by OOH in Toronto, Vancouver, Winnipeg and Calgary, and print ads in Canadian Living, Today’s Parent and Chatelaine. Additionally, in-store activations will see the brand place promotional materials in grocery store aisles where products that pair well with milk are located.

The organization is also running a contest on the “Milk Every Moment” website and social media that invites consumers to post old pictures of themselves or their children reliving memorable childhood behaviours. The contest will run for six weeks, with four winners being selected by public voting and an editorial team. Three winners with receive Polaroid Instant Print digital cameras, with the grand prize winner receiving Nikon DSLR package worth more than $900.

Neil Shapiro, associate creative director, DDB Vancouver, tells MiC that the goal for the Alliance was to get consumers to reconsider milk and connect with them emotionally by tapping into childhood memories.

Katherine Loughlin, manager, market development, Alberta Milk, says forming the Strategic Milk Alliance has allowed milk organizations to invest in a heavier media presence. She says the focus of the campaign is also new for her organization, which has typically emphasized the nutritional benefits of drinking milk.

The campaign will run for the rest of 2013.