Dairy Farmers of Canada is targeting parents and teachers in Ontario elementary schools with a $400,000 advertising campaign designed to get more milk into the schools.
The Elementary School Milk Program allows parents to order milk to be delivered to their children in school. The program is now in its 25th year in Ontario and is a popular fundraising program for participating schools, said John Leveris, the Dairy Farmers’ assistant director for market development. Participation has increased from 122 schools in 1986 to 2,850 this year.
The campaign, steered by Due North Communications, consists of radio, online banners and parent-targeted print ads, as well as direct communication to schools and parents with brochures and posters that show children participating in sports. The tagline is “Milk. Really keeps kids going.”
Twist Image oversaw the digital elements of the campaign. The media buy was handled by M2 Universal.
An awareness campaign is running in the Maritime provinces, and there is a public relations campaign targeting Chinese consumers as well, Leveris said.
