DAIRY FARMERS "SAY CHEESE" CAMPAIGN TO CONTINUE IN NEW YEAR
By Adnews Staff
The Dairy Farmers of Canada will continue its national "Say Cheese" television advertising campaign in the new year with the launch of two new commercials. The campaign first broke on major networks in mid-September. Two commercials, "The Diner" and "The Cheese Tasting Booth," were based on the theme that cheese is irresistible to Canadians and aimed to get consumers to make cheese a part of their daily lives. The TV spots, scheduled to run until late-December, were supported with retail promotions and magazine ads, both of which will continue through 2001. The campaign is running in English Canada only. In Quebec, The Dairy Farmers of Canada will also continue its "Taste the Beauty of Home" campaign with new creative. That campaign was designed to promote the quality of cheeses grown in the province. New television executions will be supported with print advertising. Both campaigns will also expand to include outdoor advertising on billboards and bus shelters. Advertising for The Dairy Farmers of Canada is done by Cossette Communication-Marketing of Montreal. Public relations are handled by Optimum Public Relations.