Dairy Farmers of Canada breaks new campaign
The Toronto-based Dairy Farmers of Canada has begun a new campaign intended to raise awareness of the importance of milk as an ingredient in other dairy products such as yoghurt, cheese, ice cream and butter.
Developed by DDB Canada of Toronto, the campaign includes a video execution called "The Dinner Party." The video depicts a frozen moment of a dinner party as the camera pans across the dairy products on the table to reveal a pot of cheese fondue in the process of spilling. The ad will run in cinemas, on television and online. It will be accompanied by social media activities, print ads and transit advertising in Toronto, as well as a website at <http://www.qualitymilk.ca>.
"Everyone knows spilled milk isn't worth crying over, but it's a whole different story if that milk happens to be Canadian," said Paul Wallace, executive creative director at DDB Toronto. "In this campaign, we communicate the high quality of Canadian milk by showing different characters crying over spilled dairy products, because losing even a single drop of ice cream made with quality Canadian milk is a real tragedy."
The campaign will run in English Canada for 12 weeks. Media planning and buying is being conducted by Initiative. The online materials were developed by Mirum and Tribal Worldwide Canada. Media and influencer relations are being conducted by DDB Public Relations.