Dairy Farmers of Canada releases another campaign
Taxi Montreal has developed another campaign for the Toronto-based Dairy Farmers of Canada called "All You Need is Cheese." The campaign broke in English Canada on Oct. 1. It consists of television, online and in-store advertising. Out-of-home and print ads will be released later this month. The campaign is part of a larger marketing effort that represents a new brand strategy for the organization. "Consumers appreciate cheese for practical reasons as well as emotional ones," said Nathalie Noël, marketing director at Dairy Farmers of Canada. "It's both comforting and refined, always important to include at family and life events. The new campaign is a return to our key values and celebrates the benefits of cheese." The campaign also introduces a new wordmark for the organization that uses the two "e"'s in the word "cheese" to form a heart. Media planning and buying for the campaign were handled by M2 Universal.