Dairy Farmers of Ontario (DFO) did not want to exclude anyone in their latest campaign.

“A key piece of the Everybody Milk campaign was finding a way in that would be relatable to everyone,” Julie Granger, senior marketing manager at DFO, tells MiC.

“The same was true of the media approach and the platforms we activated on. As part of the campaign, we wanted to reinforce that universal love for milk and all the delicious foods made with it,” she says.

Starcom led media buying for the campaign that was heavily reliant on video.

“Video is universally consumed amongst all ages, making it key to incorporate a mix of traditional and streaming video and audio opportunities. We took a similar approach to social, with Starcom ensuring there was enough variation while having a strong core focus on Ontario,” adds Granger.

The campaign is running on linear TV, connected TV, video on demand and online video, and is further supported on key social platforms. Meanwhile, audio rounds out the media selection with a combination of traditional radio and streaming.

The strategy also takes into account the return of pedestrian and vehicular traffic and includes large, impactful OOH units. The focal point of the campaign is Yonge and Dundas Square featuring an interactive experience including a nearly 10-foot tall ‘Everybody Milk Tower’ on Nov. 4 and 5 and a customized vintage trailer serving Ontario milk.

“This 360 integrated approach looked to generate mass awareness among Ontarians,” explains Granger.

Broken Heart Love Affair led strategy and creative, Middle Child managed public relations and Hype was in charge of influencers.