"On the Radio" - it's a great Donna Summer song, but it's also our latest news story. Two new radio spots for Valio's Real Goodness™ lactose free milk brand - conceived and written by the Zucconi Idea Agency - have begun airing in Providence, RI. The spots, starring an over-the-top southern senator, take place during hearings being held by the fictitious Congressional "Milk Committee." They represent a new creative direction for the brand, combining humor, storytelling and powerful benefit messaging to elevate awareness and drive trial. And to lend added support to the campaign, we've designed a series of visually compelling billboards that will be appearing throughout the Providence area.