Dairy Farmers of Ontario Reminds Canadians Why Milk Means Care

Whether it’s playful mornings pouring milk over cereal, passing down a family’s beloved chai recipe to grandchildren, or receiving ice cream (and a hug) from a parent to help mend a broken heart, local Ontario milk has always been synonymous with care.

This fall, Dairy Farmers of Ontario (DFO) is refreshing its Everybody Milk campaign through a new creative lens: Care. Since its introduction in Fall 2022, Everybody Milk has served as the connective tissue across DFO’s marketing, enabling all marketing efforts to be unified under one cohesive story of what milk means to Ontarians.

Through the new Everybody Milk campaign, DFO is moving into a new chapter of the story, reinforcing the emotional connection consumers have with milk and its role as a universal symbol of care. The campaign invites Ontarians to remember all the ways milk shows up as a daily serving of care in our lives, from pouring milk in cereal for a loved one to sharing ice cream at joyful gatherings.

“With this creative evolution of Everybody Milk, we’re continuing to celebrate Ontarians’ universal love for milk,” says Alicia Sumar, marketing director for DFO. “The lens of care allows us to reveal milk’s deeper emotional resonance and its relevance for consumers by highlighting the meaningful role it has in their lives. Milk is an everyday essential that delivers both nourishment and care.”

The 360 integrated campaign launches this week and is brought to life through 60-, 30- and 15-second ads on TV, with the creative being leveraged across the holistic video buy, inclusive of OLV, VOD, CTV and social to reach a mass Ontario audience. Digital and static OOH rounds out the robust media plan.

To celebrate the campaign launch, Dairy Farmers of Ontario is inviting all Ontarians to celebrate their love for milk at an interactive pop up, The Care Corner by Milk, at Yorkdale Mall on Saturday, November 15th, from 10 AM to 9 PM and Sunday, November 16th, from 11 AM to 7 PM. Inspired by milk’s role as a symbol of care throughout our lives, this immersive experience leans into nostalgic memories and invites attendees to discover their personalised milk-inspired treat. By completing a playful '90s-style quiz, guests will uncover the milk-based treat that best matches their expression of care, and enjoy it onsite as part of this two-day activation.