Dairy Farmers of Canada conducts cheese campaign
Dairy Farmers of Canada has begun a new advertising campaign promoting Canadian cheese. Developed by DDB Canada of Toronto, the effort consists of two television commercials, out-of-home and print advertising. It will run nationally, excluding Quebec, in phases until the end of the year. An additional digital component was developed by Mirum. Media planning and buying is being conducted by M2.
"Canadians consuming fine cheese often assume they're imported from Europe," said Caroline Edmond, executive director of the organization. "This campaign works to challenge this perception, and helps to reinforce that many of the high-quality cheeses Canadians already enjoy are actually produced with passion and hard work, here in Canada. Look for the 100% Canadian Milk symbol, which guarantees the milk used to produce it is Canadian."