The Strategic Milk Alliance, a joint venture representing dairy producer organizations across English-speaking Canada, is launching a communications campaign that aims to renew the strong connection Canadians have with milk and their favorite foods. In addition to building an emotional connection to milk, the new campaign also looks to trigger frequent consumption by reminding adults of milk’s timeless food pairings.
In the spot titled “Birthday,” we see the perfect pairing of milk and cake as we see a girl grow before our eyes. At different stages of her life she enjoys a piece of cake with milk to wash it down. A tagline slogan reads, "Milk Every Moment."
The directorial team Terry Timely (Ian Kibbey & Corey Creasy) turned out the full package of spots via Soft Citizen for agency DDB Canada, Vancouver. (Terri Timely is handled in the U.S. by Park Pictures.)
“Perfect pairings don’t change over time. Some foods are just too synonymous with milk to go without it,” said Dean Lee, executive creative director, DDB Canada Vancouver. “The creative reminds people that even though their life is always changing, one thing that never changes is how good milk tastes with their favorite foods.”
