Power4Bones proves to be powerful campaign
By Food in Canada staffFood In Canada Dairy Dairy Farmers of Canada
The Dairy Farmers of Canada’s wins for its campaign geared to elementary-age kids and is a finalist for several others
Montreal – The Dairy Farmers of Canada’s (DFC) Power4Bones nutrition program has garnered a lot of attention.
At the International Dairy Federation World Dairy Summit, Power4Bones won in the Best Health Education or Nutri-Marketing Initiative category.
The summit was held in Parma, Italy from Oct. 17-19. This year it attracted more than 100 entries from 25 countries in 14 categories, ranging from products, to packaging, marketing and environmental sustainability.
Winners and Finalists
Power4Bones is a free, cross-curricular program for elementary school students. It’s based on multiple learning styles and helps teachers meet curriculum expectations in a variety of subjects, such as Health and Physical Education and Language, including Media Literacy.
Also in the nutrition category, DFC was named a finalist in the Best Health Education or Nutri-Marketing Initiative category with its Get Enough campaign.
The Get Enough campaign encourages consumers to get the recommended servings of Milk and Alternatives according to Canada’s Food Guide.
DFC was also a finalist in the Best Print Marketing, Store Promotion or POS category with the Get a Load of Milk (GALOM) campaign for its participation at the MuchMusicVideo Awards last June.
GALOM encourages teenagers to drink milk and engages them in many activities through the web, social media, contests and music to get the milk message out to teens in a cool way.
Cheese Grand Prix
Finally, DFC was highly commended by the judging panel for its 2011 Canadian Cheese Grand Prix promotion in the Best Print Marketing, Store Promotion or POS category.
The Canadian Cheese Grand Prix is held every two years and rewards Canadian cheese makers from across the country for excellence in innovation and quality of their products.
The Fédération des Producteurs de lait du Québec (FPLQ) also won big at this year’s International Dairy Federation Dairy Innovation Awards with three different dairy products.
The FPLQ won as a finalist in the Best Consumer TV/Cinema Advertisement or Social Networking Marketing category for its Milk campaign and was highly commended in the same category for its Cheese campaign.
The FPLQ was also a finalist in the Best Print Marketing, Store Promotion or POS category with its Cream campaign, and a finalist in the Best Generic Dairy Marketing category with its Cream campaign.
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