Dairy Farmers of Canada begins Hey Dairy Farmer campaign
Ottawa-based Dairy Farmers of Canada has begun an online campaign called “Hey Dairy Farmer.” Aimed primarily at Millennial-aged parents, the promotion takes the form of virtual tours of a number of Canadian dairy farms. According to the organization, the promotion is part of its ongoing effort to counter misconceptions about the Canadian dairy industry. The tours highlight the standards practiced on Canadian dairy farms and the quality and safety of Canadian milk. The creative simulates a video conference between a farmer and a group of consumers, during which the farmer describes Canadian dairy farming.
The campaign also includes television, out-of-home and digital advertising, as well as social media content and influencer activities. The campaign was developed by DDB Canada, with media buying by Initiative.
“In these uncertain times, consumers have a lot of questions about what's in the food they eat and where it comes from,” said Pamela Nalewajek, vice-president of marketing at Dairy Farmers of Canada. “Through ‘Hey Dairy Farmer,’ DFC is highlighting that the milk used in products marked with the Blue Cow logo was produced by hard-working dairy farmers from communities all across Canada, who follow rigorous quality and safety standards so that Canadians can have confidence in the dairy products they know and love. By placing real Canadian dairy farmers at the centre of the story, ‘Hey Dairy Farmer’ is educating consumers on the stringent standards that Canadian dairy farmers follow day in and day out to produce safe, high-quality dairy for Canadians, in a uniquely transparent and engaging way.”