The Problem

How do you convince Canadians they love milk, even when they say they don’t?


Show people that Canadian Milk is to cry for.

To demonstrate just how valuable Canadian milk is, our campaign showcased different people sobbing over spilled dairy products. Making the point that losing even a single drop of Canadian milk is a real tragedairy.


20% Increase in intent to purchase products made with Canadian milk.

We reached a majority of Canadians with our message, and they liked it - a lot. Favourability was through the roof, with consumers falling in love with the stories and our high quality Canadian milk.