Got Milk? Goes Foodie

In September this year, DDB Canada launched #milkeverymoment, a nostalgia campaign that reminded people of milk’s perfect pairings.

Now, Goodby, Silverstein & Partners has arrived at the same solution to the problem of soy milk, nut milks and sports drinks, and the current popularity of “lactose intolerance”.

The Goodby Food Loves Milk campaign is also an eat-with-your-eyes enticement. Each of the two spots, Sweet Loves Milk and Spicy Loves Milk, contains a tantalising array of kaleidoscope food collages, and leave viewers with the classic, Got Milk tagline.

The 30 second spots are accompanied by print ads and a new website that promotes specific foods that “love milk”.

“The original idea of ‘Got Milk?’ was that there are foods you couldn’t eat unless you had milk, like cookies and peanut butter, and we wanted to remind people that along with donuts and sweet things, milk is great with hot food and spicy food,” Goodby explained.

To support the TVCs, the California Milk Processor Board has developed media partnerships with magazine and pop-up events organiser, California Sunday and Bon Appetit, to help promote milk as an accompaniment foodies could love too. Famous foodies, like Evan Kidera and Gil Payumo, who run the San Francisco Filipino food truck Senor Sisig, and Top Chef celebrity, Elizabeth Binder have also created native ad online films and will take part in events with California Sunday showing dishes that are “Best Served With Milk.”