NATIONAL works with the BC Dairy Association and Dairy Farmers of Manitoba on its “Powered by Chocolate Milk” campaign (PBCM). The successful campaign targets endurance athletes, positioning chocolate milk as a great post-workout recovery drink. The current campaign is focused on British Columbia and Manitoba. NATIONAL’s strategy includes helping to build a program of athlete brand ambassadors, who use social media, such as Twitter, Facebook, Instagram and the PBCM blog, to document their training and promote the recovery benefits of chocolate milk. NATIONAL also works with traditional media, successfully pitching sports, lifestyle and health reporters.