La FĂ©dĂ©ration des producteurs de lait du QuĂ©bec wants Quebecers to take comfort in milk this fall.
Created by Montreal agency Nolin BBDO, â€śThe Season of Comfortâ€ť (â€śLa saison du rĂ©confortâ€ť) campaign is built around a 30-second English and French TV spot and two 15-second cutsÂ that position milk as a source of comfort when the weather turns cool.
With musical backing provided by a reinterpreted version of late Quebec singer-songwriter Felix Leclercâ€™s song â€śLe pâ€™tit bonheurâ€ť â€“Â and a version of the Nat King Cole song â€śSmileâ€ť in the English-language version â€“Â the spot features images that include a car winding its way through a road lined by fallen leaves and a cardigan-clad woman pouring cream into a cup of coffee.
The final image shows a young girl dipping a cookie into a glass of milk, accompanied by the super â€śFall is the time for a little comfortâ€ť (â€śCâ€™est lâ€™automne. Câ€™est le temps dâ€™un peu de rĂ©confortâ€ť).
Nicole DubĂ©, director of marketing at La FĂ©dĂ©ration des producteurs de lait du QuĂ©bec, said the campaign is intended to equate milk with moments of happiness. According to web-based research conducted by the organization in March, 86% of respondents characterized milk as a comforting product.
According to Canadian Dairy Information Centre statistics, milk consumption in Quebec has been trending downward for the past two decades. In 2010, per capita consumption of fluid milk â€“ including homogenized, 2%, 1%, skim, chocolate and buttermilk â€“Â was 77.49 litres. That was down from 88.37 litres per capita in 2000, but on par with the Canadian average of 77.98 litres per capita.
TouchĂ©! PHD oversaw media strategy for the campaign, with media buying handled by Marketel.