Quebec milk producers: get comfy with milk

September 29, 2011  |  Chris Powell  |  Comments

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.

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