Quebec Milk Bureau, A Natural Source of Comfort, Touché PHD Canada

As milk consumption declined in Canada, The Quebec Milk Bureau set out to protect market share by comforting consumers. In the midst of a student strike, failing health system and a harsh winter, the brand poured heartwarming news into people’s daily lives with the first-ever night edition of Metro, which featured only happy stories, and a non-stop stream of comforting headlines on Quebec’s major news portals. Not only did they reach 90% of the Quebec population, but milk sales remained constant while every other province declined 2%.