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Connelly Partners has unveiled its first TV spots for the Garelick Farms dairy.
The effort attempts to “get people to focus on the [situations] that happen around milk,” said Steve Connelly, president and chief creative officer at the Boston agency. “Milk is more than vitamins and calcium. … We were going for something emotional.” The budget is $2-3 million.
The campaign uses the line “Add something” to underscore that Garelick milk can add to a healthy lifestyle.
In one spot, a couple is driving with their baby screaming in the backseat.
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