DAIRY FARMERS PROMOTE HOME-GROWN CHEESES
By Adnews Staff
A new ad campaign for the Dairy Farmers of Canada is promoting the quality of cheeses that grow in Quebec. Two 30-second television commercials feature scenes of two different regions in the province, Îles-de-la-Madeleine, which is a small area near Quebec City and Saguenay-Lac-St-Jean, which is located two hours northwest of Quebec City. The spots aim to show how Quebec's home-grown cheeses stand apart for their quality and their unique taste - just like the exceptional beauty of Quebec's landscapes, Marc David, assistant marketing director of the Dairy Bureau of Canada explained. The "Les fromages de chez nous. Goûtez la beauté d'ici" campaign (loosely translated means Quebec cheeses. Taste the Beauty of Home) features local people including a fisherman talking about the quality of the province's cheeses and the beauty of its regions. The campaign was directed by François Girard, whose feature films include Red Violin and Thirty Two Short Films About Glenn Gould. The bilingual ads hit the airwaves of Quebec's main television networks mid-September and are scheduled to run until the end of the year. Over 100 varieties of cheeses are grown in Quebec. The Dairy Farmers of Canada is the organization responsible for the national marketing of butter and cheese. Advertising was created by Cossette Communication-Marketing of Montreal. Public and media relations supporting the campaign is being handled by Optimum Public Relations of Montreal.