Cows milk was once the only milk. Now it has a whole new sector of competitive “milks” in its market – soy, almond, coconut…

So DDB Canada’s campaign for The Strategic Milk Alliance aims to renew the connection that Canadians have to cows milk, with a campaign that reawakens their emotional connection to the traditional pairing of milk and favourite foods and a really nice hook, Milk every moment.

“Perfect pairings don’t change over time.  Some foods are just too synonymous with milk to go without it,” Dean Lee, executive creative director, DDB Canada Vancouver, noted.  “The creative reminds people that even though their life is always changing, one thing that never changes is how good milk tastes with their favourite foods.”

The new campaign that runs until the end of 2016 leads with four spots, Birthday:

Lunch:

Kitchen: 

and Pickle, which has been adapted from creative work originally developed by Nolin BBDO for Les Producteurs de lait du Québec, which first aired in Quebec in September 2014.

Each ad appears in various lengths on television, online and as preroll. These are supported with out-of-home advertising, online display advertising and ongoing community engagement on Twitter, Facebook, Pinterest and Instagram.

There is also a redesigned Milk Every Moment site, where users can explore a recipe collection of classic dishes and desserts that are best served with a glass of milk.