New Campaign Conveys How Canadian Cheese Is Crafted With Creativity
Today, Dairy Farmers of Canada (DFC) launches a new campaign to help elevate the quality perception of Canadian cheese and give it social cachet amongst a new millennial target.
With new trade laws soon making imported cheese more accessible to the Canadian consumer, DFC has crafted a narrative that establishes Canadian cheese as a global competitor and an indulgence worth exploring. With the millennial target in mind, the campaign suggests that what separates Canadian cheese from imported European cheese, is the creativity of Canadian cheese makers.
“Canadian cheeses are recognized for their quality and flavour around the world,” says Sébastien Bergeron, assistant director, Marketing, DFC. “The integrated campaign looks at how Canadian cheeses are crafted and enjoyed through the lens of creativity, from the Canadian cheese makers who make new cheeses that represent where they’re from and what they love, to the consumers who cook for their loved ones and friends.”
To bring this message to life, the integrated campaign by DDB Canada features Mia & Morton, a short, animated film that chronicles the journey of a young, Canadian cheese-maker as she learns the craft and begins to express herself differently from her traditional father.
“Rather than tread the well-worn traditionally crafted, artisanal quality story typical in cheese advertising, we share a new story for Canadian cheese,” says Paul Wallace, executive creative director, DDB Canada Toronto. “Inspired by a mosaic of traditions, peoples and tastes, Canadian cheese-makers are unburdened by tradition and unbound by rules, leaving them free to craft new, creative cheeses in any manner their heart desires.”
The film appears on YouTube and through targeted Facebook advertisements, with 15 and six-second preroll cutdowns, each driving to https://www.canadiancheese.ca. Designed and developed by Tribal Worldwide, the new site shines a spotlight on some creative Canadian cheese makers and introduces a handy pairing tool for creative serving ideas. Out-of-home advertisements and social media extensions also feature unique pairings perfect for Canadian cheese.
To bring the campaign to life at retail, TracyLocke invites shoppers to experience the creativity of Canadian cheese for themselves, and to be inspired by it. To initiate trial and purchase, the program features in-store campaigns at retailers across Canada, highlighting delicious cheeses to serve for the upcoming holidays. A detailed and descriptive brochure instructs shoppers on how to create their own perfect cheese boards, and suggests pairings from the traditional to the bold and unexpected. Finally, in-store cheese samplings allow shoppers to experience Canadian cheese first-hand.
A Cheese of the Month Club program by DDB PR rounds out the campaign over the course of 2017, by inviting tastemakers and influencers to taste the creativity of Canadian cheeses and suggest pairings that their followers can explore.
The campaign launched on April 10, 2017 and runs until mid-June, with a second flight planned for fall 2017. Initiative is responsible for the media planning and buying.
About Dairy Farmers of Canada
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization defending the interests of Canadian dairy farmers and striving to create favourable conditions for the Canadian dairy industry. Working within supply management, DFC promotes safe, high quality, sustainable, and nutritious Canadian dairy products made from Canadian milk through various marketing, nutrition, policy, and lobbying initiatives. Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national initiatives. Visit dairyfarmers.ca for more information.
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines include: public relations, event management, digital, social, mobile, branding, design, direct response, CRM and shopper marketing.
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