Dairy Farmers of Canada Launches Forward-Thinking Myth-Busting Campaign

Dairy Farmers of Canada (DFC) has launched a new campaign that aims to demonstrate to Canadian millennials just how forward-thinking farming practices are in producing dairy products of exceptional quality.

This new campaign is an evolution of an earlier initiative that launched in January 2019, which addressed myths and misconceptions of Canadian dairy and the dairy industry. The campaign 'Honest. Canadian. Dairy.' achieved significant uplifts to the statements that “Canadian milk is antibiotic free” and “Canadian milk is produced without artificial growth hormones”, representing roughly an additional 1.7M millennial Canadians changing their perceptions of Canadian dairy production. The reach and impact of this campaign achieved 'gold standard' results of awareness of 83 per cent, measured by an independent market research company (IMI International).

The new Dairy Farming Forward campaign, produced by DDB Canada, addresses the misconception that dairy farmers have outdated practices and values. The reality is that Canadian dairy farmers are constantly innovating because they care about the environment, the sustainability of their practices, the well-being of their animals and about producing the highest quality milk. As it happens, farmers' priorities are also the topics that resonated best with millennials; the campaign brings these topics to life with creative that features real dairy farmers on real farms.

“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,” says Pamela Nalewajek, VP marketing and strategic business development, DFC. “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.” 

The campaign creative includes television, online video and digital cutdowns, out of home, Spotify advertising, social posts, native video and search. Social media posts will drive to dairyfarmersofcanada.ca, where videos and articles featuring interviews with Canadian dairy farmers will allow consumers to learn more about innovative farming practices that are better for the people and the planet.

“Dairy farming can often be misconceived as ‘traditional’ but spend some time with these farmers and what strikes you is just how innovative their practices truly are, we want people to see the reality of what dairy farming actually looks like and address common misperceptions head on,” says Jacqui Faclier, managing director, DDB Canada Toronto.

Media for this campaign is handled by Initiative. Digital content by Mirum.

The English and French campaign launched on July 1st and will run until August 2019.