Dairy Farmers of Ontario
Reframing
Milk in Health & Wellness Culture
A lil' bit about what was happening...
Milk had an overall perception problem. People thought it was unhealthy, bad for the environment, and a symbol of the past (especially in a world where plant-based alts were, and still are, the rage). This made it hard for people to take milk's nutritional benefits seriously.
The thing that was keeping us from moo-ving forward...
Milk felt out of place in a modern day health & wellness culture driven by lifestyle, not just rational nutritional benefits.
So, how were we going to solve this?
Modernize milk for the current health & wellness audience.
The people we needed to talk to...
They want wellness that’s simple and effective, but they also care about what their choices say about them. This draws them toward products that feel modern, aspirational, and “in the know.” Even the tried-and-true methods can be overlooked if they don’t feel coveted or desirable (like a simple glass of milk). It’s not that they doubt the old ways of taking care of themselves, they just want options that fit the lifestyle and image they aim to project.
The sticky insight that got us thinking...
Wellness only feels worth it when everyone wishes they had it too.
How we were going to use it...
Package up milk’s 15 essential nutrients as a product everyone wants to get a hold of.
And the one thing we needed to say...
All you need and want in one glass.
🐮🥛
The role I played beyond the brief.
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Collaborated with a junior creative team to shape the campaign idea of parodying vitamin subscription products, identifying the cultural trend and exploring how the concept could come to life across executions.
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Guided the work from brief through execution, helping a client accustomed to more traditional messaging stay anchored in the cultural and consumer insight driving the idea.
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Developed a communications plan that complemented the brand’s broader nutrition platform, ensuring the 15-A-Day idea still reinforced the genuine benefits of milk.