Overview:

The BC Dairy Association has launched its first program targeting South Asian and Chinese audiences in the province, and it’s enlisted some influencers to help it do so.

Research from Ethnicity Matters uncovered consumption habits and attitudes towards milk and dairy for these communities within B.C., which the agency then benchmarked against research from other countries globally, says Bobby Sahni, the shop’s partner and co-founder. Immigrants coming from those countries tend to bring consumption habits with them, but Jennifer Woron, director of marketing for the BC DairyAssociation, says the global comparison unveiled a key insight and goal for the campaign.