Additionally, the campaign will showcase the “Quality Milk” certification mark of origin for 100% Canadian milk and Canadian dairy products, a logo meant to heighten consumer awareness of both Canadian dairy farmers and Canadian quality milk.
This is part of DFC’s new brand conviction, which will bring most of DFC’s numerous programs under one umbrella.
The inspiration behind the Masterbrand campaign comes from the well-known expression: “Crying over spilled milk.”
In an effort to include products crafted with Canadian quality milk such as ice cream, cheese and butter, DFC expanded the idiom’s scope by suggesting that Canadians embrace a reality which is based on a new premise: If it’s made with Canadian milk, it is worth crying over.
Designed to reach all Canadians, DFC’s campaign will be ensuring a strong presence in mass media until April via a 30-second spot that will air on popular shows running on conventional and specialty channels.
A 15-second version of the ad will be projected in Cineplex Theatre across Canada. Billboards and transit shelter ads were also posted in major Canadian cities and Toronto’s Union Station was taken over by the Masterbrand campaign with billboards and a “crying wall” in mid-January.
Developed as the main destination for those looking for more information on the reasons why Canadian milk is worth crying over, Dairy Farmers of Canada Quality Milk is now accessible, and social media channels enriched with videos and posts fostering conversations around topics that are important to DFC and the dairy industry have been added to the mix.
On the retail side, DFC’s partnership with Agropur has allowed for the presence of the “Quality Milk” logo on Agropur’s packaging – starting with the Natrel and OKA brands as well as on its truck fleet, since February.
Stay tuned for the second wave of the campaign scheduled for June.
A friendly reminder: Stay informed with the Dairy Express
Are you a dairy farmer? Sign up now for the Dairy Express, the bimonthly e-newsletter published by Dairy Farmers of Canada. To do so, simply send an email to Chantal Marcotte – who will happily add your name to the mailing list. 
Dairy Farmers of Canada
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.
