Milk Every Moment Campaign

A couple of weeks ago as I was driving home from work, a new billboard ad on my route caught my attention.  The image was of a glass of milk with a plate of cookies beside it, along with the message “There’s a Reason Nobody Dips Their Cookies in Juice.”  I loved it! Turns out, this is part of the Milk Every Moment campaign (here: milkeverymoment.ca) which includes web, outdoor and video. (Correction: as it turns out, there was also a POS component!)


I loved the site as soon as I saw it!  The first message you see is “Not everything we did when we were kids made sense, but drinking milk did.”  with a a montage of children being children playing in the back.

All the clips were full of nostalgia.  Their purpose was to bring you back to your own childhood and the silly things you did that made sense at the time.  And that’s what the contest was all about!  The ask was very simple – upload your own silly picture or video from your childhood for a chance to win a Nikon DSLR camera prize pack.
Milk Every Moment WebsiteAll the photos were uploaded to an online gallery where other visitors could see and vote for the winner.  What a brilliant idea to get people involved!  Aside from the contest, the site also features a “Milk Pairings” section – it just wouldn’t be right to visit a Dairy farmers site without seeing recipes.

But oh wow, what a gorgeous site!

Commercials / Outdoor / Social Media

Delving into the site made me more curious about the campaign – so naturally I did more research. I found 4 commercial spots for this campaign. Here is the one titled “Curiosity”.

I was delighted to find out that there were actually 2 billboard versions.  The other version I actually saw a week after the first one. The message was “Peanut Butter and Milk are Soul Mates. Jelly was just a Fling.” and featured a glass of milk with a peanut butter sandwich on a brown background. 

The campaign also had a presence in the world of social media – on Facebook, Twitter, Pinterest and YouTube.

Campaign: Milk Every Moment
Agency: DDB Canada
Client: Strategic Milk Alliance

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With so much focus placed on healthy eating now-a-days, milk has encountered quite a backlash recently so I get the purpose behind this campaign.  The intent was to reconnect teens and adults to drinking milk again – perhaps encouraging them to take up this habit again from their childhood.   It was more of a ‘feel good’ campaign rather than an educational one.

What’s interesting for me is seeing a campaign like this unfold over a 6-week period.  While the prize value was not substantial, it was the sense of community and social sharing that this campaign achieved that was really impressive to me.  This campaign made use of people’s love for photos and sharing incorporated live feeds from Facebook and Twitter thanks to their #MilkEveryMoment hashtag.  How exciting would it be to be part of campaigns like this!??

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