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Dairy Farmers of Canada break holiday campaign

Dairy Farmers of Canada has begun a holiday season campaign called “Both Sides of the Glass.” The initiative takes the form of a series of online videos in which Santa Claus interviews several millennial-aged dairy farmers. The creative, in English and French, is intended to counter misconceptions about milk and dairy farming in Canada, according to the organization. The national campaign also includes social media content as well as online ads and cinema ads in Quebec. It will run until Dec. 29.

“The humorous and engaging segments in our newest campaign highlight the hard work and care that epitomizes the dedication of Canadian dairy farmers,” said Pamela Nalewajek, vice-president of marketing at Dairy Farmers of Canada. “We use a light comedic tone to convey relevant messaging about innovation, animal health, milk quality and the dedication of Canadian dairy farmers in a way that will resonate with millennials.”

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