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.
The new Dairy Farming Forward campaign addresses the misconception that dairy farmers have outdated practices and values.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 creatives 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.”
Dairy farming can often be misconceived as ‘traditional’, so this campaign is a way for viewers to spend a few seconds with actual farmers and realize that they’re entrepreneurs, always looking forward. We want people to see what dairy farming really looks like and address common misperceptions head on.
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.
The English and French campaign was launched on July 1st and will run until August 2019.
Head to Dairy Farmers of Canada’s YouTube channel to see the new television ads.