Who: BC Dairy and Alberta Milk, with One Twenty Three West and Ethnicity Matters for creative and strategy, Mediology for media.
What: “Good Goes a Long Way,” a campaign to launch a new platform emphasizing the goodness of dairy—how it tastes good, makes you feel good, does good in the community etc.
When & Where: The campaign debuted March 4 in both BC and Alberta, and is running across TV, online video, and social. The first wave wraps April 26, with another flight planned May 20 to July 4.
Why: It’s hard to think of a food category that has been more disrupted over the last decade-plus than dairy, as plant-based alternatives have exploded into the public consciousness. The release for this campaign refers to “a modern world overtaken by food trends, fads, and special diets.”
But both national and provincial dairy marketers have worked hard to reconnect with consumers—especially younger ones—to bring them back to milk.
The new campaign, and the larger “Here for Good” platform, reinforce all the ways that dairy “does good,” said Jennifer Woron, director of market development at BC Dairy.
“Whether it be through our delicious products, in the way that food creates memories with family or friends, in the farmers who take pride in producing high-quality food and through our partnerships in the community,” she said.
“In the coming year, all of our marketing and communication will reinforce our key messages showing how dairy is good, feels good, and does good.”
How: The campaign is anchored by two TV / video spots that position dairy as a modern choice, while also leaning on the past by asking people to remember difficult moments when dairy was a comfort food.
“Dairy has been a staple for British Columbians and Albertans for over a hundred years, and the secret to lasting so long is a singular focus: we’re here to do good,” said Woron in the release introducing the campaign. “[W]e’re not stuck in the past. The dairy world is ever-evolving, just like the communities we’re proudly part of.”
The two spots show multiple moments where people are faced with a challenge or adversity, and they turn to dairy—from cheese sauce, to cream in a family recipe, to sundaes with chocolate sauce and sprinkles—for comfort.
A voiceover guides the viewer through each scene, “here for getting it just right” and “here for traditions made new,” it says, before closing each spot with the tagline: “Good goes a long way.”
Aside from the advertising, there’s also a retail and digital promotion highlighting partnerships with BC Children's Hospital Foundation and Alberta Children's hospital Foundation, and there will be IRL activations at events like the PNE and Calgary Stampede.
English and non-English: By working with Ethnicity Matters, they were able to shoot specific versions for ethnic media.
“We created the scenes so that we would be able to create video versions that could be used for South Asian and Chinese audiences,” said Woron. “The ads will be translated in-language with the voice-over and supers. The South Asian campaign will run in April and Chinese campaign in May.”
And we quote: “We all turn to dairy in moments of joy, sadness, celebration, frustration. We wanted to spotlight those shared experiences.” — Freda Molenkamp-Oudman, general manager, Alberta Milk
