Dairy Farmers of Canada break new campaign
Dairy Farmers of Canada has begun a new advertising campaign called “Honest. Canadian. Dairy.” Developed by DDB Canada of Toronto, the campaign is intended to address misconceptions millennial-aged consumers may have about Canadian dairy products. The initiative includes television commercials, online videos, out-of-home advertising and audio advertising on Spotify. The creative focuses on the “functional and emotional benefits associated with increasing usage of Canadian dairy,” according to the organization. The executions feature dairy farmer characters who describe the absence of artificial growth hormones in their products, as well as the small size and family ownership of the majority of Canadian dairy farms. The campaign will run in English and French until March. Media work is being handled by Initiative.
“There’s an opportunity to shift and change millennials perceptions about dairy products,” said Lucie Bérubé, acting director of marketing for the organization. “Canadian dairy products are considered a wholesome and natural source of nutrition by millennials, but this group shows some reluctance versus older Canadians to consume dairy products on a regular basis. The new campaign sets out to clarify misconceptions millennials may have.”