Dairy Farmers of Canada breaks new campaign
The Toronto-based Dairy Farmers of Canada has begun a new advertising campaign intended to highlight the ways in which dairy industry practices improve the quality of its products. The effort, called “Dairy Farming Forward,” was developed by DDB Canada and is aimed primarily at millennial-aged consumers. The creative focuses on environmental and sustainablilty issues, as well as animal welfare and product quality. It includes television commercials, online video, out-of-home ads, streaming audia advertising, social media content and search engine marketing, as well as online materials at <http://www.dairyfarmersofcanada.ca>. Media work for the campaign is being handled by Initiative, with digital work by Mirum. The campaign will run in English and French until August.
The new campaign is an extention of the organization’s previous initiative, “Honest Canadian Dairy,” which broke in January. The overall effort is intended to counter misconceptions about the Canadian dairy industry.
“Our new campaign is designed to highlight how we are continually embracing innovations on our farms to further the values we place on our environmentally and socially-responsible practices,” said Pamela Nalewajek, vice-president of marketing and strategic business development at the organization. “As with our previous campaign, we want to communicate to Canadians, especially millennials, that what we show in our ads, our farmers' dedication, their love of the land and for their animals, are values that our Blue Cow logo stands for.”