The Dairy Farmers of Ontario (DFO) marketing board has launched a new advertising campaign that appeals to feel-good emotions instead of past campaigns that emphasized milk’s quality, nutrition and family farmers.
This campaign, called Milk Means Care, says good parenting involves feeding the family milk and dairy products.
“Central to the campaign’s success is its authentic and relatable depiction of family dynamics. Instead of focusing solely on the farm or the product itself, the platform uses genuine, emotional scenarios to illustrate milk as a silent partner in daily caregiving,” said the creators at the DDB advertising agency.
“This shift is crucial for the agribusiness sector, as it addresses the growing consumer demand for products that align with deeper values, using empathy to establish long-term brand loyalty. The emotional anchor provided by the “Milk Means Care” message strengthens the perceived value proposition beyond simple commodities,” it said.
Pure hokum!
The campaign buys spots on radio, television and social media.