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Dairy Farmers of Canada releases Source of Pleasure campaign
Dairy Farmers of Canada has released a new advertising campaign encouraging consumers to buy cheese for the enjoyment of the food. The campaign, called "An Excellent Source of Pleasure," was developed by DDB Canada of Toronto. This is DDB's first campaign for the organization since becoming its agency of record in November 2012. It consists of two 30-second television commercials called "Dose" and "Source." According to the agency, the effort reflects a shift away from the promotion of "everyday" cheeses such as cheddar and mozzarella to "occasional" cheeses such as brie, camembert and gouda. The initiative will run in English-speaking Canada through the fall.