Dairy Farmers of Canada ready Cheese Rolling Festival
By Adnews Staff
Dairy Farmers of Canada has begun a promotional campaign in British Columbia called the "Cheese Rolling Festival." The event will take place on Aug. 16 in Whistler, BC. Participants will race each other downhill in pursuit of a rolling wheel of cheese. The event is being promoted with an advertising campaign in the Lower Mainland area consisting of transit, online, radio and cinema ads, along with a website at <http://www.canadiancheeserolling.ca>. Additional cinema, radio and out-of-home advertising will also take place in Whistler. In-store promotion will also be used. The creative depicts cheese rolling as an extreme sport. The campaign was developed by Taxi Vancouver. The event is being managed by Smak Promotion. "When you think about creating excitement around a product, what could be more engaging than watching a bunch of people tumbling down the hill in pursuit of it?" said Michael Mayes, creative director at Taxi Vancouver. "The goal with this initiative was to create something much more dynamic than a simple advertisement, something unforgettable that people could get involved with this year and hopefully for years to come."