Ontario dairy farmers relaunch mooing milk cartons

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TORONTO -- The Dairy Farmers of Ontario has relaunched its promotional campaign that includes making a few of its milk cartons moo when opened. If a carton moos, the consumer wins a prize such as a car, vacation or portable CD player. A TV campaign and point-of-sale material supports the campaign.

The promotion began last year but ran into a glitch when a consumer at a busy shopping mall, unfamiliar with the promotion, thought she heard her milk carton ticking and called the police. The bomb squad was called in only to discover it was just a harmless milk carton with a mooing device hooked up to the opening. Though the ensuing publicity may have in some ways brought more attention to the campaign, it was soon dropped.

The promotion was created by Bratch & Goehrum of Toronto while the ads were created by agency Freeman Rogers Battalgia of Toronto.

Copyright September 1996, Crain Communications Inc.

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