Dairy Farmers of Canada begins new cheese campaign
The Toronto-based Dairy Farmers of Canada has begun a new campaign intended to promote the quality of Canadian cheese. The effort, called "Canadian Cheese Is Crafted With Creativity," is aimed primarily at millennial-aged consumers. It focuses on creativity as a differentiating factor between Canadian and European cheese.
The campaign, developed by DDB Canada, makes use of an animated video called "Mia & Morton" that depicts a young Canadian cheesemaker learning the trade from her father. The video is running on YouTube and Facebook, accompanied by 15- and six-second preroll versions. The ads direct consumers to a campaign website at <https://www.canadiancheese.ca>, developed by Tribal Worldwide. Other elements include out-of-home ads, in-store materials, a sampling program and social media activities, as well as a "Cheese of the Month Club" program conducted by DDB PR. The first phase of the campaign will run until mid-June, with a second phase to begin in the fall. Media work is being handled by Initiative.
"Rather than tread the well-worn traditionally crafted, artisanal quality story typical in cheese advertising, we share a new story for Canadian cheese," said Paul Wallace, executive creative director at DDB Toronto. "Inspired by a mosaic of traditions, peoples and tastes, Canadian cheesemakers are unburdened by tradition and unbound by rules, leaving them free to craft new, creative cheeses in any manner their hearts desire."