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Dairy Farmers of Canada: Dairy Farming Forward
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Dairy Farmers of Canada (DFC) has launched a new campaign that aims to demonstrate to Canadian millennials just how forward-thinking farming practices are in producing dairy products of exceptional quality. The new Dairy Farming Forward campaign, produced by DDB Canada, addresses the misconception that dairy farmers have outdated practices and values. The reality is that Canadian dairy farmers are constantly innovating because they care about the environment, the sustainability of their practices, the well-being of their animals and about producing the highest quality milk. This new campaign is an evolution of an earlier initiative that launched in January 2019, which addressed myths and misconceptions of Canadian dairy and the dairy industry. The campaign 'Honest. Canadian. Dairy.' achieved significant uplifts to the statements that “Canadian milk is antibiotic free” and “Canadian milk is produced without artificial growth hormones”, representing roughly an additional 1.7M millennial Canadians changing their perceptions of Canadian dairy production. The reach and impact of this campaign achieved 'gold standard' results of awareness of 83 per cent, measured by an independent market research company (IMI International). As it happens, farmers' priorities are also the topics that resonated best with millennials; the campaign brings these topics to life with creative that features real dairy farmers on real farms.
Strategist: Graham Candy, Kristian Visconti Related |
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