Strategic Milk Alliance: Milk every moment

This case study describes how the Strategic Milk Alliance, a producers' organisation, created the first ever national campaign in Canada to promote milk.

Strategic Milk Alliance: Milk every moment

DDB Canada / Vancouver

Situation analysis

Overall assessment

Milk consumption is on a historical decline. Once the preferred beverage at the breakfast and dinner table in most family households, milk now faces tough competition from numerous contenders - coffee, tea, juice, wine and beer. And then there's water – a major competitor throughout the day.

The Client, the Strategic Milk Alliance (SMA), is a marketing association comprised of five regional organizations that represent producers of fluid white milk in English Canada. Borne out of a united need to increase milk consumption, the SMA banded...

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