Quebec milk producers: get comfy with milk

La Fédération des producteurs de lait du Québec wants Quebecers to take comfort in milk this fall. Created by Montreal agency Nolin BBDO, “The Season of Comfort” (“La saison du réconfort”) campaign is built around a 30-second English and French TV spot and two 15-second cuts that position milk as a source of comfort when the […]

La Fédération des producteurs de lait du Québec wants Quebecers to take comfort in milk this fall.


Created by Montreal agency Nolin BBDO, “The Season of Comfort” (“La saison du réconfort”) campaign is built around a 30-second English and French TV spot and two 15-second cuts that position milk as a source of comfort when the weather turns cool.

With musical backing provided by a reinterpreted version of late Quebec singer-songwriter Felix Leclerc’s song “Le p’tit bonheur” – and a version of the Nat King Cole song “Smile” in the English-language version – the spot features images that include a car winding its way through a road lined by fallen leaves and a cardigan-clad woman pouring cream into a cup of coffee.

The final image shows a young girl dipping a cookie into a glass of milk, accompanied by the super “Fall is the time for a little comfort” (“C’est l’automne. C’est le temps d’un peu de réconfort”).

Nicole Dubé, director of marketing at La Fédération des producteurs de lait du Québec, said the campaign is intended to equate milk with moments of happiness. According to web-based research conducted by the organization in March, 86% of respondents characterized milk as a comforting product.

According to Canadian Dairy Information Centre statistics, milk consumption in Quebec has been trending downward for the past two decades. In 2010, per capita consumption of fluid milk – including homogenized, 2%, 1%, skim, chocolate and buttermilk – was 77.49 litres. That was down from 88.37 litres per capita in 2000, but on par with the Canadian average of 77.98 litres per capita.

Touché! PHD oversaw media strategy for the campaign, with media buying handled by Marketel.

Brands Articles

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year

Frank & Oak gets into home decor with Etsy collection

Menswear retailer experiments with handmade home goods

Ford Canada hits the streets of Montreal in new web series

Brand focuses on one of the most important small car markets: Montreal

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Target Canada focuses on holiday sales, then its future

Signs of improvement outlined in the company's third-quarter report

Metro boosts Q4 profit, revenue and same store sales up

Montreal retailer posts $115.6-million profit

Kiip launches white label loyalty solution for brands

Platform helps marketers offer specialized rewards for new or loyal users