Challenge: Dairy Farmers of Manitoba (DFM) is the representative body of Manitoba’s dairy farmers and the industry. As a brand that hadn’t been touched in 20-years, the challenge facing our organization, was that Manitoba’s dairy farmers felt they were too far from the hearts and minds of the public. We needed to add new life to our organization, to modernize our reach and humanize our advertising to create an emotional connection with dairy wary Manitoba Millennial families. 

Strategy: To show Manitoban families that ‘Family is at the heart of Manitoba dairy farms’ and for this reason, every aspect of the campaign had to be authentic and resonate with Manitobans on a human level, showing the farmers as mirroring how the public feel about their own families.

Creative: We created a farmers-first campaign entitled “All from a good place” that was made and produced entirely in Manitoba. Filming and photography took place on real dairy farms and featured real farmers and their families’ sharing stories in their own voice about what dairy farming means to them. The scope of work included: TV, cinema, radio, online video, social content, ooh and transit, digital banners, sponsorship, and a refreshed website.  

Results: Within the first 6 months of the campaign launch, tracking results showed nearly 1 in 2 Manitobans recalled the campaign, with 55% of Manitobans saying the campaign had positively impacted their perception of dairy farmers and 83% of Manitobans saying the campaign was effective in creating a desire to purchase dairy products.