CANADIAN CAMPAIGN MAKES IT TO THE FINALS
By Adnews Staff
The Dairy Farmers of Canada TV campaign is among the three finalists for the International Milk Promotion award. Entitled "You've got cheese. You've got choice," the campaign features a man walking across the countryside in search of cheese. The campaign was launched last October and was created by Cossette Communication-Marketing of Montreal. During the 12 months preceding the campaign cheese sales increased 4.9%, according to International Surveys Limited. Five months after the ads began airing, sales jumped an average 8.4%. The other two finalists for the award are from the U.S. and Australia. The winner will be announced at the International Dairy Federation annual conference in South Africa in October. The Dairy Farmers of Canada is the national lobby, policy and promotion organization representing all dairy farmers in Canada.