Milk stars in a dramatic daily series for Quebec ad campaign
Dramatic milk. Who would have known? BBDO Montreal has just wrapped up a month-long campaign casting milk in a photo-novel ad campaign for La Fédération des producteurs de lait du Québec. Part of its 'deux c'est mieux' campaign, this initiative sees milk star in a series of 20 vignettes, each a scene in a photo novel unveiled daily in the free daily, Metro. Nicole Dubé, marketing director for La Fédération des producteurs de lait du Québec says they have also created a postcard booklet containing 10 of the best vignettes, which was distributed as an insert in the Metro last week.
Results suggest Quebeckers embraced the photo novel effort. As an extension of the campaign, visitors were able log in to deuxcestmieux.com and click on an image to send a message to a loved one.
'We got more than 6000 visitors to the site in the last month [during the campaign],' says Dubé. 'And, according to A.C. Nielsen, milk consumption has grown 2% in Quebec every year for the last three years.'
Dramatic milk. Who would have known? BBDO Montreal has just wrapped up a month-long campaign casting milk in a photo-novel ad campaign for La Fédération des producteurs de lait du Québec. Part of its ‘deux c’est mieux’ campaign, this initiative sees milk star in a series of 20 vignettes, each a scene in a photo novel unveiled daily in the free daily, Metro. Nicole Dubé, marketing director for La Fédération des producteurs de lait du Québec says they have also created a postcard booklet containing 10 of the best vignettes, which was distributed as an insert in the Metro last week.
Results suggest Quebeckers embraced the photo novel effort. As an extension of the campaign, visitors were able log in to deuxcestmieux.com and click on an image to send a message to a loved one.
‘We got more than 6000 visitors to the site in the last month [during the campaign],’ says Dubé. ‘And, according to A.C. Nielsen, milk consumption has grown 2% in Quebec every year for the last three years.’
