New campaign focuses on raising consumer awareness
Montreal, Que. – The Dairy Farmers of Canada (DFC) wants Canadians to know that all “ice cream” isn’t created equally.
The organization’s new campaign, which launches June 23 and runs until July 15, focuses on the fact that ice cream made from 100-per-cent Canadian milk tastes different than frozen desserts, which are made with edible oil products.
To get that message across, “ice cream ambassadors” on retro tricycle carts will be giving away samples of real ice cream in six Canadian cities, including Halifax, N.S., Toronto, Ont. Montreal, Que., Ottawa, Calgary, Alta., and Vancouver, B.C. In-store marketing will also highlight the campaign at more than 1,390 retailers across the country.
“Real ice cream is made from milk. But in freezer aisles across Canada, ‘frozen desserts’ are masquerading as ice cream, fooling unsuspecting customers every day,” says Solange Heiss, the DFC’s assistant director of Marketing and Nutrition Communications.
To distinguish the two products, the DFC urges Canadians to look for the 100% Canadian Milk symbol on packaging of real ice cream, and to read nutrition labels to check ingredients.
Consumers can also visit realicecream.ca, which details nutritional information as well as listing Canadian brands of real ice cream.