OMD Vancouver, the agency of record (AOR) for the Strategic Milk Alliance, selected Pattison Outdoor Advertising as its new out-of-home (OOH) media partner. After their first billboards rolled out last month, a second campaign will follow in the fall.

The Strategic Milk Alliance comprises Dairy Farmers of Canada, the BC Dairy Association, Alberta Milk, SaskMilk and the Dairy Farmers of Manitoba. Pattison will implement the ‘Milk Every Moment’ campaign with horizontal posters and digital signage across the country, as well as transit ads in Edmonton and Toronto.

“For the first time in recent memory, provincial dairy boards across Canada have partnered with one unified voice,” says Jason Snider, general manager (GM) of OMD Vancouver. “The multimedia campaign includes billboards strategically placed near grocery stores in major Canadian markets, reinforcing the theme just prior to shopping.”