Canadian dairy farmers campaign showcases industry

Dairy Farmers of Canada (DFC) has launched the next iteration of its Dairy Farming Forward campaign which is aimed at showcasing the hard work, dedication and engagement of Canadian dairy farmers.

The campaign attempts to break down myths and misconceptions around dairy farming by highlighting the industry’s commitments to innovation, sustainability and animal care in producing high-quality Canadian milk.

Originally launched in 2019, Dairy Farming Forward continues to target a broad range of Canadians with a focus on millennials and generation-z consumers.

The campaign will feature ad placements across Canada on TV and in cinemas, on digital platforms, Spotify, outdoor signage, and in-store signage. Ads will run from Jan. 27 to March 8, with signage in-store continuing through March 23.

The campaign was created with agency of record DDB Canada as part of DFC’s 2020 marketing strategy.

“Like its predecessor, the latest edition of Dairy Farming Forward emphasizes the forward-thinking values and practices embodied by farmers in producing high-quality Canadian milk,” Pamela Nalewajek, vice-president, marketing, DFC, said in a press release.

“It breaks down misconceptions by showcasing farmers’ commitments around the key pillars of innovation, sustainability and animal care, and reminds consumers that these are the same core values reflected in high-quality milk and dairy products marked with our Blue Cow logo.”

Long before they became part of the collective consciousness, environmental protection and animal welfare were fundamental to Canadian dairy farmers’ values, something DFC wanted to highlight in the campaign.

DFC is the national policy, lobbying and promotional organization representing Canadian dairy producers. The organization strives to create stable conditions for the dairy sector in Canada and seeks to maintain policies that promote the sustainability of Canadian dairy production and promote dairy products and their health benefits.