DAIRY FARMERS SAY CHEESE
By Adnews Staff
The Dairy Farmers of Canada, based in Montreal, is revising its television ads for Canadian cheese. Following the same priorities that were used in the first campaign three years ago, the organization has made creative changes in its promotions to re-emphasize "the distinct character that cheese can give any dish," says a release. The modified ads will be seen in a new ad campaign breaking this week across the country. The two ads at the heart of the campaign are extensions of the themes introduced in previous spots. In one, the addition of mozzarella to chicken breasts steals the spotlight from a housewife seeking to impress her friends with a revealing portrait of herself. The intended message is that adding cheese means adding taste, which makes all the difference. Advertising for the Dairy Farmers is done by Cossette Communications Marketing of Montreal. PR for the organization is handled by Optimum Public Relations of Montreal.