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The Due North Difference Brought to Life
Goodyear
Star Choice
Kilkenny
Workopolis
Dunlop
Guinness
D.F.C.
Dairy Farmers of Canada
We’re Nimble. The Dairy Farmers of Canada. This is the organization that’s responsible for increasing milk consumption in Ontario. Research told us milk consumption drops as children enter their teens -especially outside of home. As you can imagine, teens are a notoriously difficult group to target. DFC need an extremely innovative idea to reach them. As well, the DFC operates on a somewhat limited budget. But we’ve never been ones to shy away from a budgetary challenge. As a result, we created the “MoOOolapalooza” promotion from top to bottom. This program increased in-school milk consumption by offering a chance at random prizing every time a student ordered milk from the cafeteria. We approached like-targeted consumer brands on a contra basis -their prizes in return for our ability to provide in-school presence on our posters and POS. It’s the kind of presence marketers like Pepsi, Nike and Coke can only dream about.The much coveted prizes ranged from CDs and Sony Walkmans to VIA rail passes and snowboards. Our ability to develop, and execute this program, as well as coordinate the other partners is a testament to our resourcefulness. The results? MoOOolapalooza continues to be a hit, year after year, and has delivered an over 40% increase in milk consumption on average. All that on a shoestring.
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