After a competitive review process, Dairy Farmers of Ontario has selected Broken Heart Love Affair as its new agency of record.

BHLA, which was awarded the business with its content and production arm Lifelong Crush, will be tasked with developing a “refreshed brand strategy” that builds emotional connections between consumers and dairy farmers, and positions milk as a “modern, contemporary choice.”

“We are looking forward to diving into meaningful work with Broken Heart Love Affair to increase milk consumption and drive positive consumer experiences with dairy,” said Rosa Checchia, chief marketing officer at Dairy Farmers of Ontario, in a release. “We believe BHLA understands these goals and the importance of delivering for our 3,400 Ontario dairy farmers and their families.”

No Fixed Address previously had the account, putting out a number of campaigns on the “Dairy Done Right” creative platform, which put a human face on DFO by showcasing some of the province’s dairy farmers.

Canadian dairy marketing organizations such as Dairy Farmers of Canada and various provincial counterparts, have all been trying hard to attract and retain new—particularly younger—consumers as interest in dairy alternatives has grown in recent years.

“We are honoured to be selected to work with DFO and remind consumers just how much they love dairy,” said Beverley Hammond, chief business officer at Broken Heart Love Affair. “We understand there are real farm families behind all our beloved milk and dairy products, and knowing the work we do with DFO will help Increase consumption and support those Ontario families, is something we’re really excited about.”