Chapman's Ice Cream conducts Real vs. Fake campaign
Chapman's Ice Cream has begun a new marketing campaign in association with the Dairy Farmers of Canada. The initiative, called "Real vs. Fake," was developed by Fifth Story of Toronto. It consists of a series of videos that seek to communicate that not all frozen desserts contain 100% Canadian dairy products. The campaign, aimed primarily at mothers and children, is running on television, as well as the brand's social media pages.
"We used contrast and humour to tell the simple story of real versus fake through a series of five 15-second vignettes featuring a dog, a friend, hair, ID and a goalie," said Stephen Stanley, creative director at Fifth Story. "All spots end with the same messaging, a voice-over that says, 'If it says frozen dessert, it's not real ice cream,' and features the Dairy Farmers of Canada's logo."