CLIENT
BC Dairy Association
Jennifer Woron, Director of Marketing and Partnerships
Jeremy Dunn, General Manager
Catherine Green, Director of Digital Communications
Kristine Alfonso, Marketing Manager
AGENCY
Graham Lang, Chief Creative Officer
Lizzie Dabous, Head of Strategy
James Sadler, Executive Creative Director
Mara Neil, Account Director
Michael Houldsworth, Senior Copywriter
Adam Trask, Senior Art Director
Tim Pelz, National Head of Production
Brian Tang, Senior Strategist
OMD
Chloe Sykes, Associate Director, Digital
Intensions
Nick Black, Managing Director
SUMMARY
BC Dairy saw year-over-year declines in dairy consumption, especially among youth aged 16-29. With changing diets and growing competition from plant-based beverages, a younger generation felt dairy products were boring. By understanding their need for confidence and self-expression, we reframed milk and dairy as blank canvases for their creativity shifting perceptions of milk being fun by a 20% increase and average weekly consumption by a 30% increase.
