Building on last year’s “The Season of Comfort” (La saison du réconfort) campaign, the new “Le lait, source naturelle de réconfort” (“Milk, a natural source of comfort”) campaign utilizes both French and English TV, out-of-home and online advertising to position milk as a source of comfort.
One of two 60-second French spots, “Parents,” is comprised of four vignettes that include an older man comforting his distraught granddaughter with a café au lait and a mother giving a glass of milk to a young boy who has skinned his knee. The spot concludes with a series of supers including “Grand-papa, source de réconfort” and “Maman, source de réconfort” followed by the campaign tag.
The roles are reversed in an accompanying 60-second spot “Enfants,” with a young boy bringing milk to his parents during an argument and a young girl pouring milk into a bowl for her grandmother as she bakes.
The spots feature two French songs, “J’ai souvenir encore” by Claude Dubois and “Quand le soleil dit bonjour aux montagnes,” performed by Paul Piché and Isabelle Cyr, while the English spot features a rendition of the song “When the Sun” recorded by Betty Bonifassi and Brad Barr.
A series of five out-of-home executions debuting Oct. 8 will show slice-of-life moments, such as a man swinging his daughter by the arms in an open field and a woman reading a book with her young child, over which the instantly recognizable outline of a milk carton has been placed. All of the ads drive consumers to LeLait.com, where the pictures are brought to life through “cinemagraphs,” in which animation is added to still photographs.
Stephane Charest, general manager and creative director with Nolin BBDO, said that the current campaign, which launched last week and runs through mid-November, is a continuation of the agency’s prior positioning of milk as the “perfect comfort food.”
Banner ads inviting Quebeckers to answer the question “What’s happiness to you?” will also drive people to the website. In addition, a sharing component kicking off in mid-November will invite people to create and share their own comfort poster.
Charest said that the campaign objective is to increase milk consumption in the province by associating the product with comfort. “It’s not about health, it’s more about an emotional approach,” he said. “It’s all about the product and how good it makes you feel.”
Nolin BBDO and Quebec Fédération des producteurs de lait du Québec have worked together for more than 25 years, said Charest. “It’s a very strong relationship.”