Dairy Farmers of Canada (DFC) is once again touting chocolate milk as an essential part of athletes’ training regimen in a new campaign by Toronto agency Due North.
The campaign’s centrepiece is a pair of 30-second TV spots that show a marathon runner and a cyclist crossing the finish line. The spots then move backwards, showing the athletes at the starting line and ultimately to the day before their race, where they are shown drinking chocolate milk after a workout.
The campaign, which launched Monday, consists of TV, out-of-home and magazine ads, as well as fitness centre media and sponsorships. The target audience is athletes 18 and older.
“Healthy eating and an active lifestyle are both equally important to the health and well-being of Canadians, and chocolate milk is part of the equation when it comes to physical activity and optimal recovery,” said Claire Payette, DFC’s director of marketing, in a release.
M2 Universal handled the media component of the campaign, while Twist Image oversaw digital creative. Launch oversaw product activations.
