DAIRY FARMERS OF CANADA SMILE FOR NEW CAMPAIGN
By Adnews Staff
A new television ad campaign for The Dairy Farmers of Canada takes its inspiration from the television show Candid Camera. The campaign, which launched in mid-September on major networks nationally, is based on the theme that cheese is irresistible to Canadians. It aims to get consumers to make cheese a part of their daily lives. Two 30-second television spots have been created that place people and cheese together, then add a surprise. Both spots feature an actor interacting unsuspecting consumers. In "The Diner" a customer orders a grilled cheese sandwich. The actor plays the waiter, who serves the sandwich to the customer after he has taken a bite of it. The second spot, called "The Cheese Tasting Booth", takes place in a supermarket where the actor, as a sampler, prefers to keep the cheese for herself every time a customer reaches for a piece. The campaign's tagline, "Say Cheese", was selected because the phrase is associated with smiling. The campaign, running in English Canada only, will be seen until the end of the year. Also included in the campaign are sampling booths in major grocery store chains nationally that also play on the Candid Camera theme. Advertising for The Dairy Farmers of Canada is done by Cossette Communication-Marketing of Montreal. Public relations are handled by Optimum Public Relations of Vancouver.