Can dairy give you the strength to dance?
A new Diary Farmers campaign from KBS Montreal zeroes in on the benefits of protein.
Dairy Farmers of Canada hopes a new national campaign will get people to consider a different source of protein they need to lead strong lives.
Created by KBS Montreal, the campaign focuses specifically on the protein in dairy products and the claim that it helps people be strong and, by extension, lead a fuller life.
The campaign lives through transit takeovers (seen above) and digital ads, as well as TV spots showing someone’s “training routine” for things like water balloon wars with kids or busting out a dance routine at a high school reunion – which is nothing more than a relaxing snack of milk, cheese or other dairy products.
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We doubt someone could really get in full dance-routine shape by only eating dairy without any actual physical training – some people have disabilities and other barriers that limit their mobility, after all – but the insight behind the campaign makes sense. According to insight from Ipsos used to develop the campaign, most Canadians already think of dairy playing a role in healthy diet – something DFC has attempted to speak to in the past – but rarely saw it as a “go-to” source of protein.
The campaign also includes pre-roll videos showing specific situations like camping, hiking and a trip to the beach – a range of different physical activities that a bit of extra protein may help you enjoy more.
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Dairy Farmers of Canada follow up one ill-advised campaign (Canadian Milk Worth Crying Over, featuring people with contorted expressions of horror) with one that has reduced the nutritional legacy of dairy to…protein. Truth in advertising has reduced the powerful blowhard of Big Dairy from the heyday of “It Does Your Body Good” and the aura of healthiness (It’s white, like your bones, so it MUST be good for your bones…what? Animal protein leads to MORE fractures?). Turns out there’s calcium in Kale, and no need to keep a pus count or an “acceptable” level fecal matter. But protein? It’s the furthest thing from a rare nutrient cornered by the dairy market. And in the spirit of Truth in Advertising, why are they allowed to equate protein with energy? Middle school science knows that carbohydrates and fats are energy; protein is for building and repairing cells.
Having been vegan for two years I say good riddance…but I do look forward to the next desperate campaign from the Dairy Farmers of Canada. Their deep pockets didn’t buy them a place in Health Canada’s consultation on the new Canada Food Guide, which dissolved their precious food group. It’s unseemly to gloat, but watching them alienate the next generation with bad nutritional science and flailing middle-aged women…the death throes are too entertaining. https://nutritionfacts.org/video/is-milk-good-for-our-bones/