I have terrible news for the Bulls tonight.
The Raptors are “fuelled by MilkUP.” (I don’t know if that’s a Canadian spelling or what, but that’s what they’re saying.)
From what we’re seeing on new.milk.org, MilkUP is a marketing movement for the Dairy Farmers of Ontario aimed at, well this is obvious, promoting milk. This answers our question, which was, “What’s this MilkUP thing we’re seeing on the Ottawa Senators’ social media score graphics?”
With that out of the way…honestly, not a lot to add. I don’t know why UP is all caps, I don’t know whether the Dairy Farmers of Ontario have a fierce rivalry with the Dairy Farmers of Quebec, I don’t know which cows in Canada have French names and which are named in English. They do have a sweet lil page about how their farmers care for their cows (those precious beasts), and they have some artsy pictures of Canadians preparing brunch which say that “all vibes are celebrated,” which we respect. Beyond that? Not getting a lot out of this. Just more brilliant marketing by the dairy industry. I will redouble my efforts to consume dairy and celebrate all vibes. Thank you, Ontario.
