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Dairy Farmers of Ontario Make Milk and Cookies Mean Even More this Holiday Season

30/11/2023
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Magical Milk Glass from Lifelong Crush helps children in hospitals make the most of Santa鈥檚 visit in latest campaign

For the fifth consecutive year, Dairy Farmers of Ontario (DFO) has donated to SickKids and other Ontario children鈥檚 hospitals reaching $2.6M to date, helping to support communities and bring cheer to those spending the holidays in the hospital.

This year, along with Lifelong Crush, DFO is giving even more meaning to a cherished holiday ritual: Santa鈥檚 milk and cookies. All kids hope that Santa shows up while they鈥檙e dreaming, and for kids in hospital over the holidays, his visit means even more.

So DFO set out to create a milk and cookies innovation that Santa wouldn鈥檛 be able to ignore. Introducing the 鈥楳agic Milk Glass鈥, combining milk and cookies into a single, magical invention. Children across the province helped create milk glass designs that will be built into a cookie cutter on the bottom of the glass and printed on the side. These magical milk glasses will be given to children spending the holidays in Ontario children's hospitals.

Kids all across Ontario and their parents were invited to submit their Magic Milk Glass drawing design by sharing on Instagram and Facebook, tagging and following , and using the hashtag #MagicMilkGlass. DFO encouraged kids to get as imaginative as possible when creating their designs for Santa. What will make him smile? What will surprise him? What would make him chuckle and shake his belly like a bowl full of jelly? 

This call to Ontarians to join DFO in spreading joy to those spending the holidays in hospital ran from November 15 until November 28 with posting to its Instagram and Facebook, along with five influencers across the province, in Ottawa, in Toronto, in Toronto, in London, and in Hamilton.

The call for submissions closed Giving Tuesday (November 28), and now DFO will transform the most unique, holiday themed designs into the final Magic Milk Glasses, to be shared with every child spending the holidays in an Ontario children鈥檚 hospital as they prepare for Santa鈥檚 visit on Christmas Eve.

鈥淒airy Farmers of Ontario is committed to nourishing communities across Ontario. Through the donation we can support patients and families spending the holidays in Ontario children鈥檚 hospitals,鈥 said Alicia Sumar, director of marketing at Dairy Farmers of Ontario. 鈥淭his year, we also invited Ontarians to join us in the Magic Milk Glass initiative so we can ensure that each child spending this holiday season in hospital experiences the magical ritual of leaving milk and cookies out for Santa, and knows that we are all thinking of them.鈥

"We were thrilled to work with DFO on such a meaningful project. To bring more holiday cheer to the children who deserve it the most was a joy to do, not to mention a privilege we took very seriously,鈥 added Frank Megna, Associate Creative Director at Lifelong Crush.

鈥淲e also loved that the campaign was centred around kids helping kids. It wasn't just our creativity that made this a successful initiative, it was the creativity of children across the province," said F谩bio Siqueira, associate creative director at Lifelong Crush.

The 鈥楳agic Milk Glass鈥 is part of a fully integrated campaign with OOH, Radio and TV led by sister agency Broken Heart Love Affair, Media strategy and buying by Starcom, PR by Middle Child and influencer initiatives led by strategic partner Hype PR.

Credits
Work from Lifelong Crush
Valenversary
Broken Heart Love Affair, Lifelong Crush and Agence BHLA
14/02/2025
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Plan International Canada
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Ok Tire
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