Dairy Farmers of Canada break fat counting campaign
By Adnews Staff
The Dairy Farmers of Canada broke a new national ad campaign on Jan. 3 intended to alter the public perception that dairy products account for a large part of the fat in a person's diet. According to this campaign, created by Allard Johnson Communications of Montreal, milk, cheese and yogurt account for approximately 18% of the total fat in the average Canadian diet. The initiative includes three 15-second television commercials in English and French, three full-page magazine ads and a website located at <http://www.changeperceptions.ca>. The website was created by Agence CMcK. The creative uses close-up pictures of dairy products arranged to create shapes representing the idea of thinness.
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