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Dairy Farmers of Canada Celebrates 25th Anniversary Of Elementary School Milk Program

Dairy Farmers of Canada recently launched a new campaign created by Due North Communications to help celebrate the 25th anniversary in Ontario of Elementary School Milk Program (ESMP). The program allows parents in Ontario to pre-order milk so that it is delivered to their child every day at lunchtime; while in the Maritimes, it helps create awareness that milk is available at a reduced cost in schools every day.

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This particular campaign made use of radio, digital (online banners), parent-targeted Magazine and Newspaper. Direct communication to schools and parents include Brochures and Posters which show active children with sport balls or school books that appear etched with smiling faces, with the tagline: “Milk. Really Keeps Kids Going. The campaign will also be supported throughout the school year with SEM, Trade Integration with the Ontario Physical and Health Education Association (OPHEA), and School Board and Public Health trade shows.

Media buy was handled by M2 Universal and digital was handled by Twist Image.
Agency: Due North Communications
Media Buying: M2 Universal
Digital Agency: Twist Image