The Louisiana Dairy Industry Promotion Board wanted to use radio to raise product awareness until its new agency, Zehnder Communications, convinced it otherwise.

With a budget of $250,000, shop president and chief executive officer Jeff Zehnder and his creative team did not think they could”do radio properly.” Instead, they convinced the client to leverage the nearly decade-old “Got milk?” slogan in an outdoor campaign.

“We said we can give it a local spin that will benefit our local farmers and speak in local vernacular,” Zehnder said.

The result: billboards with copy like “Y’all got milk?” and “Got au lait?” Another message, “Got milk, cher?” uses a Cajun-French term of endearment.

The billboards created by the New Orleans shop go up Friday throughout Louisiana.