This new initiative supports dairy farmers and products made with 100% Canadian dairy. DFC’s Blue Cow logo will be featured prominently in major Cineplex theatres across Canada through a full suite of advertising and branding vehicles.

These include profile in the Cineplex Pre Show, point-of-sale decals, butter dispenser signage, lobby digital screens and full-page ads in Cineplex Magazine.

“Cineplex customers can feel good about treating themselves to real butter on their popcorn, knowing it was made from 100 percent Canadian milk,” says Pamela Nalewajek, VP marketing and strategic business development at DFC.

“Over 80 percent of Canadians now recognize the Blue Cow logo and what it stands for, high-quality milk produced by Canadian dairy farmers on small family farms, produced without the use of artificial growth hormones and free from antibiotics.”

“Cineplex is famous for its popcorn and our real Canadian butter option, so this partnership makes perfect sense for us and Dairy Farmers of Canada,” said Robert Brown, vice president, Cineplex Media.

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“We really are a one-stop shop for a variety of engaging advertising opportunities that are very effective on their own, but even better when combined. Our work with Dairy Farmers of Canada is a great example of our integrated media.”

Launched on July 1, the partnership will be in effect until June 30, 2020. During this time, moviegoers can expect to see ads promoting butter in Cineplex theatres across the country, with additional point-of-sale elements activated in 60 theatres located in urban centres.  end mark

PHOTO: Photo courtesy of DFC.

Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization which defends the interests of Canadian dairy farmers and strives to create favourable conditions for the Canadian dairy industry. Working in accordance with supply management principles, DFC promotes safe, high quality, sustainable and nutritious Canadian dairy products made from 100% 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 activities. Visit dairyfarmers.ca for more information.