Who: Dairy Farmers of Ontario, with Lifelong Crush and sister agency Broken Heart Love Affair for strategy and creative, Starcom for media; Middle Child for PR; Hype PR for influencer.
What: “Magic Milk Glass,” specially designed cookie-cutter drinking glasses, part of the DFO’s milk-and-cookies-themed holiday tradition of donating to Ontario children’s hospitals.
When & Where: The campaign began in mid-November on social media and through influencer partnerships, with people invited to submit design ideas for the “Magic Milk Glasses.” That has been followed by an integrated campaign running across TV, radio, and out-of-home.
Why: This is the fifth year that DFO has donated to the children’s hospitals, with total contributions reaching $2.6 million. DFO has tied the donations to the very on-brand tradition of putting out milk and cookies for Santa Claus on Christmas Eve.
This year, Lifelong Crush came up with the idea to have special glasses “that Santa wouldn’t be able to ignore,” designed and sent to every child in one of Ontario’s children’s hospitals. The glasses feature the designs on the side, but are also inset in the bottom, turning them into cookie-cutters.
“Dairy Farmers of Ontario is committed to nourishing communities across Ontario. Through the donation we can support patients and families spending the holidays in Ontario children’s hospitals,” said Alicia Sumar, director of marketing at Dairy Farmers of Ontario, in a release. “This year, we also invited Ontarians to join us in the Magic Milk Glass initiative so we can ensure that each child spending this holiday season in hospital experiences the magical ritual of leaving milk and cookies out for Santa, and knows that we are all thinking of them.”
How: The program launched with a social video introducing the “Magic Milk Glass,” and asking for design submissions. “We want every child spending the holidays in hospital to enjoy the magic of milk and cookies, so Santa can find them no matter where they are,” reads the accompanying caption on Instagram.
The complementary advertising campaign meanwhile doesn’t mention the cookie cutter “Magic Milk Glasses,” but does connect the magical theme of milk, cookies and Santa Claus to the unique magic of children’s hospitals boosted by DFO’s donations.
The anchor spot opens with heart-warming scenes of families at home for Christmas, before cutting to a hospitalized young boy who has left out milk and cookies for Santa. A narrator explains DFO’s contributions before the concluding scene reveals the boy magically delivered down the chimney to be home with his family for Christmas.
BHLA was initially asked to establish a platform to drive awareness of DFO’s children’s hospital donation program, explained Lifelong Crush managing director Caroline Kilgour. “Lifelong Crush was brought in to activate the campaign platform, driving consumer engagement via a content strategy.”
What: “Magic Milk Glass,” specially designed cookie-cutter drinking glasses, part of the DFO’s milk-and-cookies-themed holiday tradition of donating to Ontario children’s hospitals.
When & Where: The campaign began in mid-November on social media and through influencer partnerships, with people invited to submit design ideas for the “Magic Milk Glasses.” That has been followed by an integrated campaign running across TV, radio, and out-of-home.
Why: This is the fifth year that DFO has donated to the children’s hospitals, with total contributions reaching $2.6 million. DFO has tied the donations to the very on-brand tradition of putting out milk and cookies for Santa Claus on Christmas Eve.
This year, Lifelong Crush came up with the idea to have special glasses “that Santa wouldn’t be able to ignore,” designed and sent to every child in one of Ontario’s children’s hospitals. The glasses feature the designs on the side, but are also inset in the bottom, turning them into cookie-cutters.
“Dairy Farmers of Ontario is committed to nourishing communities across Ontario. Through the donation we can support patients and families spending the holidays in Ontario children’s hospitals,” said Alicia Sumar, director of marketing at Dairy Farmers of Ontario, in a release. “This year, we also invited Ontarians to join us in the Magic Milk Glass initiative so we can ensure that each child spending this holiday season in hospital experiences the magical ritual of leaving milk and cookies out for Santa, and knows that we are all thinking of them.”
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How: The program launched with a social video introducing the “Magic Milk Glass,” and asking for design submissions. “We want every child spending the holidays in hospital to enjoy the magic of milk and cookies, so Santa can find them no matter where they are,” reads the accompanying caption on Instagram.
The complementary advertising campaign meanwhile doesn’t mention the cookie cutter “Magic Milk Glasses,” but does connect the magical theme of milk, cookies and Santa Claus to the unique magic of children’s hospitals boosted by DFO’s donations.
The anchor spot opens with heart-warming scenes of families at home for Christmas, before cutting to a hospitalized young boy who has left out milk and cookies for Santa. A narrator explains DFO’s contributions before the concluding scene reveals the boy magically delivered down the chimney to be home with his family for Christmas.
BHLA was initially asked to establish a platform to drive awareness of DFO’s children’s hospital donation program, explained Lifelong Crush managing director Caroline Kilgour. “Lifelong Crush was brought in to activate the campaign platform, driving consumer engagement via a content strategy.”
