Your Dollars at Work – What can’t Milk Do

WHAT CAN’T MILK DO?

A RECENT DFO MARKETING CAMPAIGN aimed to help consumers realize milk has much more nutritional value than they might think. By highlighting individual nutrients in milk and their benefits in a fun, relatable way, the campaign inspired Ontarians to ask themselves “What Can’t Milk Do?”

In 2019, DFO launched its popular “What Can’t Milk Do?” campaign platform to reposition milk as contemporary and relevant for today’s consumer, highlighting milk’s limitless possibilities and endless benefits by challenging old perceptions. By Fall 2020, the milk campaign messaging evolved to incorporate nutrition by sharing the compelling benefits of milk’s 15 essential nutrients.

In Spring 2021, the focus remained on milk’s nutritional value as consumer research identified nutrition as one of the key interests brought on by the pandemic. A TV spot focused on milk’s 15 essential nutrients and playfully showed how their benefits affect consumers’ day-to-day lives, while letting Ontarians know just how nutritionally valuable milk is. DFO also collaborated with nutrition experts to expand on the benefits of milk’s nutrients through the science of nutrition. The campaign highlighted that there’s really nothing milk can’t do. Check out the commercial at www.youtube.com/watch?v=NBput3bMGaQ Above, a TV commercial, and below, social and digital media spots supported the What Can’t Milk Do campaign.

COMING THIS FALL!

Mooooove over, fancy vitamin subscriptions, there’s a new pack in town! DFO’s new “15-A-Day” social media/digital campaign is coming this Fall. It parodies popular multi-vitamin subscription services to remind Ontarians that milk has always been there to keep them energized and satiated, as well as contributing to their overall health and wellbeing. Running Sept. 5 to October 9, the 15-A-Day campaign will help people realize that a simple glass of milk has everything they need all-in-one.