Developed by Toronto agency Studio Sophomore, the campaign is intended to promote dairy’s local credentials and make it more appealing to gen Z customers who have grown up surrounded by non-dairy alternatives.
Kayla Crnic, marketing manager for Dairy Farmers of Ontario, says the campaign is designed to create a community of “dairy advocates,” whose messages about consuming dairy are amplified through their social networks.
“We’ve created a brand experience [that] consumers are genuinely excited to share with their social networks,” she says. “We recognize the influence of friends and family over consumer perceptions and purchasing decisions, which further reinforces the authenticity and credibility in the pop-up’s post-to-pay concept.”
Crnic says the goal is to cement milk as equal parts “fuel up” and “pick me up,” allowing consumers to feel good about their decision to consume dairy.
Launched in 2019, the MilkUP brand is a sub-brand within DFO’s marketing portfolio committed to helping dairy resonate with a wider youth audience, says Crnic. “Strategically aligning dairy with youth passions allows DFO to build a lifestyle brand to make milk a natural part of cultural conversation.”