Dairy Farmers of Canada has launched a new campaign featuring young chefs and farmers alike showcasing the product from table to farm; a clever concept that’s very easy to identify with as a consumer. The process is engaging and playful, yet invites one to witness the tremendous amount of work and care that goes into dairy products before they’re consumed.
Obviously at the centre of this campaign is the Dairy Farmers of Canada Blue Cow logo, recognized by 90% of Canadians. The Blue Cow Logo means that the product is made with 100% Canadian milk and milk ingredients, and has undergone stringent standards to make it possible.
“Dairy farmers are constantly adopting new technologies and new approaches to produce high-quality Canadian milk while upholding some of the highest standards in the world in areas like food safety, animal care and sustainability,” said Pierre Lampron, president of Dairy Farmers of Canada.
Consumers are continuing to look for local and in season ingredients, keeping the environment, safety and the economy in mind. This campaign is in alignment with the Canadian shopper’s interests this year: nutrition that aligns with individual health needs, and food choices that align with values like sustainability.
Lampron continues, “we are excited to feature the next generation of dairy leaders in our latest campaign, as they exemplify the kind of cutting-edge innovation and progress that is driving our sector towards a more sustainable future.”
The campaign includes bilingual social and digital components (featuring online video, influencers, web and audio), and is on until October 25th across the country.
“This unique, engaging campaign is helping to remind consumers of our farmers’ commitment to animal care, our continued progress in lowering carbon emissions, and the high standards of Canadian dairy farmers,” says Pamela Nalewajek, DFC’s vice-president of marketing. “We are excited to bring this creative new twist to agricultural awareness.”
The lead creative agency on this campaign was Angry Butterfly, with media buying by Initiative.
To view the campaign, click here.
ABOUT DAIRY FARMERS OF CANADA
Dairy Farmers of Canada (DFC) is the national policy, lobbying and promotional organization representing Canadian dairy producers. DFC strives to create stable conditions for the dairy sector in our country. It also seeks to maintain policies that promote the sustainability of Canadian dairy production and promote dairy products and their health benefits.