Dairy Farmers of Canada continues campaign
By Adnews Staff
Ottawa-based Dairy Farmers of Canada has begun a new phase of its ongoing “Dairy Farming Forward” campaign. Developed by DDB Canada, the campaign is aimed primarily at younger consumers and is intended to counter misconceptions about dairy farming. Like the earlier phase of the campaign, the creative features real dairy farmers addressing topics such as sustainability and animal care. The initiative includes television and cinema commercials, as well as digital, out-of-home and in-store advertising. The campaign will run until March 8. Media buying is being conducted by Initiative.
“Like its predecessor, the latest edition of ‘Dairy Farming Forward’ emphasizes the forward-thinking values and practices embodied by farmers in producing high-quality Canadian milk,” said Pamela Nalewajek, vice-president of marketing at the organization. “It breaks down misconceptions by showcasing farmers’ commitments around the key pillars of innovation, sustainability and animal care, and reminds consumers that these are the same core values reflected in high-quality milk and dairy products marked with our Blue Cow logo.”