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Dairy Farmers Go for MoOOre with
Teen-Targeted Campaign
By Patti Summerfield Strategy Magazine, September, 1999
Don’t worry if you see spots before your eyes and hear the sound of mooing cows this fall; it will just be a touch of MoOOolapalooza. Next month, Dairy Farmers of Ontario will roll out its annual fall promotion targeting the teen and young adult markets. The promotion will include the three-year-old #8217;MoOOo You Win#8217; mooing milk carton promotion and the new MoOOolapalooza, an enhanced version of the Mega Milk Energy Dance Party Program. Each year the organization augments its overall marketing theme, now ’Drink Milk. Love Life.’, with promotions targeting these younger groups. Cow spots will be evident on promotional material and advertising for ’MoOOo You Win’ which begins in early October with a six-week television campaign, point-of-sale material in about 4,000 outlets across Ontario, as well as messages on several million milk cartons. The program was developed by QVS of Markham, Ont. with advertising created by a long-time DFO agency, LBJ-FRB of Toronto. BBDO Canada handles DFO brand advertising and is the agency behind the ’Drink Milk. Love Life.’ campaign. MoOOolapalooza takes the milk message closer to teens and right into the high schools. Due North Communications was awarded the assignment for the high school promotion this past spring. Mark Weisbarth, president of the Toronto agency, says the objective of the program is to build school spirit and promote the consumption of milk during the back-to school period as a healthy alternative to other beverages. He says teenagers are a critical group to the DFO. ’Milk consumption declines as they get older.’ ’It’s important to try to get the target group to drink as much milk as possible, and to get used to drinking it for when they move into an age group when they won’t drink it as much.’ Due North not only changed the name of the promotion that had run as Mega Milk Energy Dance Party for two years, but also enhanced it by adding more prizes and opportunities for keeping up momentum during the run of the program. The event is run in the schools by the MoOOo Mob, a group of students elected by students’ councils; the MoOO Meister, a teacher, and the MoOOo Crew, the cafeteria staff. Out of the eligible 680 high schools in Ontario, about 550 are expected to take part in the program.
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