DFO launches 2020 Milk and Cookies campaign to support SickKids and other children’s hospitals

Published: December 02, 2020

Updated: December 03, 2020 07:10 PM EDT

#FillUpWithLove initiative rallies Ontarians to send virtual messages of support to fill giant milk glass in Toronto


The Milk and Cookies holiday campaign is back for a second year in support of Ontario children’s hospitals. This year, to take it a step further, Dairy Farmers of Ontario (DFO) is rallying Ontarians to show support for the children in hospitals, their families and front-line medical workers who can’t be home for the holidays—with a new, exciting activation.

On Dec. 1, 2020, DFO kicked off its Milk and Cookies campaign with the #FillUpWithLove initiative, launching its 18-foot, interactive milk glass structure in the Winter Village at the Distillery District in Toronto.

DFO's giant milk glass won't be filled up with milk, but with virtual messages of love and support. All Ontarians, including dairy producers, agriculture industry members and consumers, are encouraged to join the social campaign and “fill up” DFO's milk glass by posting their own messages of support on social media leveraging the hashtag #FillUpWithLove and tagging @ontariodairy.


How to participate

  1. Send messages of support for kids, families and front-line workers in hospitals to let them know we’re thinking about them on Instagram, Twitter or Facebook.

  2. Tag #FillUpWithLove and @ontariodairy.

  3. Select messages will be displayed on the big glass in the Distillery District and in children’s hospitals across Ontario.

  4. Tag your friends to join!


Donation to children’s hospitals

Like last year, along with help from partners, DFO will be donating $500,000 to SickKids in Toronto, Ont., and other children’s hospitals across Ontario, which this year include the Children’s Hospital in London, McMaster Children’s Hospital in Hamilton and the Children’s Hospital of Eastern Ontario (CHEO) in Ottawa.

A portion of every purchase of milk and Oreo cookies during the campaign supports the donation to the children’s hospitals. DFO has partnered with Mondelēz Canada, the maker of Oreo cookies, Metro, Sobeys, Fortinos, Longo’s, Lactalis Canada, Agropur and Saputo to promote the campaign to Ontarians.


Follow DFO's fully integrated campaign

Check out the campaign landing page to learn more at www.fillthemilkglass.ca

DFO's Milk and Cookies fully integrated campaign includes an updated version of last year’s heartwarming "Big Believers" television commercial. Watch it below:



Follow DFO on social media @ontariodairy on Twitter, Instagram and Facebook.

For media inquiries, contact media@milk.org

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