00 PLQ GENZ Header

Gen Z: Filtered by Milk

Montreal, July 8, 2024

Les Producteurs de lait du Quebec (PLQ), in collaboration with LG2 and media agency Touché!, is rolling out a nostalgia-inspired campaign to promote milk to Generation Z. The initiative plays on the generation’s love for all things 1990s and 2000s, and features a digital filter inspired by the popular fisheye lens, which was reimagined as the “Milkeye.” This fun, glass-of-milk-inspired prism allows users to personalize their selfies on TikTok, Snapchat and Instagram. The French campaign, called Filtré par le Lait (Filtered by Milk), spotlights eight influencers and personalities popular with 16- to 24-year-olds. The 60- and 30-second behind-the-scenes videos are running across Quebec on social media, proximity OOH, and as pre-roll on streaming platforms Netflix, Disney+ and Prime Video.


Les Producteurs de lait du Québec



Various marketing tactics will be used to promote the filter and connect the product with the target audience, including experiential components launched through sponsorships at the ÎleSoniq and Fono festivals. These events will feature a unique collaboration with multidisciplinary artist Gab Bois, who will create practical festival totes reminiscent of the classic milk bag. And to help music fans recover after these festive gatherings, the PLQ’s culinary hub, Recettes d’ici, has unveiled three hangover smoothies: protein, anti-nausea and super-vitamin.

The initiative also includes a partnership with Bell Media, which on September 3 will broadcast a special program on Noovo dedicated to reviving the iconic MusiquePlus music channel of the late 1990s.

“71% of Quebecers say they drink a glass of milk every day, so it’s clear it still occupies a special place in their diets. Our local dairy farmers wanted to promote our flagship product to all ages, so they were keen to understand the values and preferences of 16- to 24-year-olds. This campaign showcases inspiring young talent from all walks of life using content that reflects who they are: honest and authentic. The eight personalities were given carte blanche to share their love of our flagship product in the most honest and current way possible.”

Julie Gélinas

Marketing Director, PLQ

03 1 PLQ GENZ abribusmetro
03 2 PLQ GENZ abribusmetro 2

“Given Gen Z’s love for nostalgia, we felt it was a no-brainer to refresh the iconic fisheye of the 1990s–2000s, giving it a contemporary twist so they could make it their own. By introducing them to the Milkeye filter along with endorsements by public figures they identify with, we can become a part of their daily lives and put the brand directly in their hands (or their cell phones!).”

François Sauvé

Executive Creative Director, LG2

Media solutions that filter through to the target audience

Gen Z is famously resistant to conventional media approaches, so Touché! had to be innovative in developing a strategy that reflected their consumption habits.

“Three quarters of 16- to 24-year-olds think that advertising is intrusive. Our biggest challenge was to respect the conventions of a generation that sets its own advertising standards. We had to insert ourselves into popular environments among our target audience and appeal to them without being annoying. By rolling out with a high-impact influencer component and a presence at multiple events, we put everything in place to connect with their interests and actual habits.”

Gabrielle Côté

Media Director, Touché!


Les Producteurs de lait du Québec represents 4,498 dairy farms across the province who deliver roughly 3.47 billion litres of milk each year, generating farm cash receipts of over $3.25 billion. Dairy production and processing generates 66,000 direct, indirect and induced jobs in the province.