{"id":5558,"date":"2026-07-22T08:15:17","date_gmt":"2026-07-22T13:15:17","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=casestudy&#038;p=5558"},"modified":"2026-07-22T08:19:28","modified_gmt":"2026-07-22T13:19:28","slug":"here-for-good-bc-dairy-alberta-milk","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/here-for-good-bc-dairy-alberta-milk\/","title":{"rendered":"Here For Good \/ BC Dairy &amp; Alberta Milk"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Here For Good \/ BC Dairy &amp; Alberta Milk                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/one23west\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        ONE23WEST                                        <span>Vancouver, Canada<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/video-production-case-studies\"><button class=\"custom-button\">Video Production<\/button><\/a>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">BC Dairy and Alberta Milk represent the dairy farmers of their respective provinces, with a shared mandate: drive demand and keep dairy culturally and commercially relevant.<br><br>The challenge wasn\u2019t awareness, it was inertia. Dairy consumption had been stagnant year-over-year for decades. Behaviour was deeply habitual: people who buy dairy do so automatically, as part of routine. Those who don\u2019t, rarely reconsider it. The category had become functional and predictable, defined almost entirely by nutritional messaging. It was all about strong bones, protein, and vitamins, leaving little room to inspire new relevance or emotional connection.<br><br>In a category built on routine, growth wouldn\u2019t come from reinforcing what people already knew. It required reframing what dairy means in people\u2019s lives.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGY<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">We developed the brand platform \u201cHere for Good.\u201d<br><br>A platform grounded in the enduring role dairy has played in Western Canada\u2014not just as a source of nutrition, but as a quiet, consistent force for good across generations. It speaks to both longevity and intent: dairy has always been here, and it continues to show up in ways that matter.<br><br>While previous work under the platform focused on dairy\u2019s nourishing benefits, this campaign set out to expand the definition of \u201cgood.\u201d<br><br>The insight:<br><br>Dairy isn\u2019t just physically nourishing, it\u2019s emotionally expressive too.<br>From a glass of milk before bed to a grilled cheese made for someone having a hard day, dairy often shows up in moments of care. It\u2019s how people comfort, connect, and communicate when words fall short. These are small, everyday gestures but they carry real emotional weight.<br><br>Strategic shift:<br><br>Move dairy from a functional health product to an emotional expression of care.<br>By reframing dairy as something that helps people show up for each other, we unlock new relevance beyond routine consumption and give the category a more human, meaningful role.\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">PROCESS<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The campaign brings this idea to life through a simple but emotionally resonant story.<br>A young boy moves through his day, offering small pieces of cheese to people around him, not as grand gestures, but as quiet acts of kindness.<br><br>He gives one to his younger sister struggling with a tough morning. Another to a crossing guard, just to brighten her day. On the school bus, he shares one with a boy who\u2019s just had his toy snatched by another student. In class, while writing letters to astronauts stranded in space, he slips a piece of cheese into his envelope, an earnest attempt to comfort someone he\u2019ll never meet.<br><br>Each moment is modest. Almost invisible. But collectively, they build a powerful idea: care doesn\u2019t have to be big to matter.<br><br>When he finally runs out, the story turns. Another child notices and offers him a piece of her own. A subtle reminder that goodness has a way of coming back around.<br><br>The campaign rolled out across Western Canada through YouTube, Connected TV, social media, and in-store placements.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Results<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><br>The campaign has only recently launched, with performance data still being collected.<br><br>However, the work marks a meaningful shift in how dairy is positioned\u2014moving beyond functional benefits to establish a more emotionally resonant and culturally relevant role in people\u2019s lives.<br><br>By redefining what \u201cgood\u201d means, the platform creates a broader, more enduring foundation for future growth, one that has the potential to influence not just perception, but behaviour over time.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-6a8e16cc31cda-7312\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-6a8e16cc31cda-7312').style.display='block'; 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