The latest ad campaign for Canada for Dairy Farmers of Canada from KBS+P asks Canadians if they’re “getting enough” – dairy products, that is.
The message of the campaign is, “if you don’t want your body to ‘go flat’ on you, bone up with milk, cheese and yogurt.”
Now in year three, the campaign’s objective remains to educate consumers and create awareness of the fact that two out of three Canadians are not getting their recommended daily servings of milk products, according to the Dairy Farmers of Canada website, GetEnough.ca.
The creative concept revolves around characters whose bodies deflate with physical activity from a lack of nutrients. KBS+P’s “if it ain’t broke don’t fix it” philosophy means that the campaign’s visual concept and message are the same this time around. The creative has yielded slow but steadily increasing results for the Dairy Farmers group.
“This is part of an ongoing process,” said Luc Paquette, vice president client services at KBS+P Canada. “We won’t change consumers’ habits quickly, so this is a long-term journey. It’s hard to measure success by sales, but we do see a slight improvement in peoples’ awareness that they should pay attention to their dairy intake as measured by the regular surveys we conduct,”
The bilingual campaign includes a TV buy – one flight launched last week, with the other launching in mid-September – and integrated web content with Canadian Living and Chatelaine, among other publications. Print ads and a magazine insert highlight the idea of “what’s missing?” from your diet.
Media is being handled by M2Universal. Twist Image has the interactive mandate.
