The objectives of the dairy image campaign, which ran for six weeks from Jan. 28 to March 10 across Canada, were to change the perceptions millennials have towards dairy products, raise their knowledge about the positive aspects of Canadian dairy, increase consumption and build brand awareness as it relates to their values.
Millennials are the fastest-growing demographic group in Canada, and they are quickly becoming the group with the strongest buying power. They also consume less dairy than previous generations. For those reasons, the DFC board of directors identified them as a key target audience. As such, the strategic direction of the campaign aimed at addressing their myths and misconception around the dairy industry.
20 million Canadians
Addressing issues that resonate with millennials and other Canadians, such as artificial growth hormones, farm size and animal care, the national campaign saw both English and French advertisement placement on various mediums, including television, online and social media, and transit shelters. It delivered “Gold Standard” results according to an independent market research.
The campaign delivered four key successes:
1. The Blue Cow logo awareness is at its highest point since introduction: Over four in five Canadians are now aware of the Quality milk logo; that’s roughly 20 million Canadians.
2. The image campaign resulted in far more Canadians understanding key messages around dairy, namely produced without artificial growth hormones, no antibiotics and small family-run farms.
3. The campaign achieved exceptional breakthrough with almost 14 million Canadians seeing the campaign.
4. As an added benefit, the campaign made Canadians feel more positively towards dairy farmers. Those who saw it felt better about dairy farmers and said they were likely to consume more dairy as a result.
Campaign caught the attention of millennials
Awareness of the campaign among millennials hit 65% compared to 59% for all Canadians. Engaging millennials is essential to the growth and future of the Canadian dairy sector.
The social influence this demographic exudes has the potential to shape both the policy and economic climate in which dairy farmers operate. Therefore, the success of the image campaign with millennials is welcomed news. 
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.
