BC Dairy Campaign

Pour a Little Happiness

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.

Details:

Client:
BC Dairy
Year:
2019
Creatives:
Print Ad, Digital Banner, Store Marketing Design, Influencer Campaign

Digital Banners

TV Commercial Adaptation

Influencer Campaign

The goal of influencer partnerships was to increase reach of the primary campaign “Pour A Little Happiness”, and to maintain positive associations with milk for existing consumers. The ethnic campaign focused on Chinese & South Asian consumers in BC with emphasis on families who enjoy milk.