Dairy Farmers of Canada breaks two campaigns
Ottawa-based Dairy Farmers of Canada has begun two holiday season campaigns called “Choose Canadian Dairy” and “Happy Holi-Dairy.” The campaigns encourage consumers to include Canadian dairy products in their holiday events. Both are national campaigns that will run for four weeks.
“Choose Canadian Dairy” is intended to evoke an emotional response in consumers to promote local dairy products as meal ingredients and gifts for the holidays. It includes television, retail, out-of-home and digital advertising.
The “Happy Holi-Dairy” campaign is a digital and social media initiative aimed at millennial- and younger-aged consumers. The creative depicts young people at holiday events avoiding awkward conversations with others using facts about Canadian dairy products.
“Canadians honour this season in many ways, but what we all have in common is we can trust that dairy products displaying our iconic Blue Cow symbol will live up to the world's highest standards,” said Pamela Nalewajek, vice-president of marketing at the organization. “When consumers ‘Choose Canadian Dairy,’ they are not only sharing some of the world's best dairy products with their friends and family, they are also supporting the local farming families who feed our nation over the holidays and throughout the whole year.”