Dairy Farmers of Canada, Cineplex Media begin butter promotion
Dairy Farmers of Canada has begun a joint initiative with Cineplex Media to promote the use of butter on popcorn. During the year-long promotion, 60 Cineplex theatres nationally will display the Dairy Farmers of Canada’s Blue Cow logo, indication the use of Canadian dairy products. The promotion will also make use of advertising and branding during the theatre chain’s pre-show presentation, at the point-of-sale, with digital signage in lobbies and in Cineplex Magazine.
“Cineplex customers can feel good about treating themselves to real butter on their popcorn, knowing it was made from 100 percent Canadian milk,” said Pamela Nalewajek, vice-president of marketing and strategic business development at Dairy Farmers of Canada. “Over 80 percent of Canadians now recognize the Blue Cow logo and what it stands for: high-quality milk produced by Canadian dairy farmers on small family farms, produced without the use of artificial growth hormones and free from antibiotics.”