Although Canadian farmers’ dedication and commitment to producing milk of the highest quality will remain at the forefront of the content-integrated marketing offensive, the message encouraging the public to seek out dairy products bearing the symbol as a guarantee they have been carefully crafted entirely from locally produced milk renowned for its purity, high quality and great taste will be relentlessly reinforced throughout the year via broadcast, print and digital activity.
Content integration segments/features with television and magazine partners have also been added to the advertising mix in an effort to illustrate the commitment industrious farmers must reiterate daily to produce high-quality milk.
On television
Throughout the spring, a 30-second TV spot aired on specialty channels. Additionally, we are glad to report that a partnership was struck with CTV’s The Social. The show is a daily Canadian talk series covering news, pop culture and lifestyle topics while incorporating viewer feedback and conversation through Twitter, Facebook, Instagram and more.
In mid-April, host Lainey Liu visited Caledon, Ontario’s Armstrong Manor Farms to learn about how high-quality 100% Canadian milk is produced from seventh-generation farmer Philip Armstrong. To watch this interview, visit The Social website.
In print
A new consumer print ad was developed for Best Health (February/March, May, September, October, November/December issues) and Canadian Living (July issue). Partnerships with both magazines were also struck to incorporate farm videos, advertorial feature pages and digital assets.
Best Health produced an editorial series showcasing a “Day in the Life” of a dairy farmer, which will be featured alongside our brandsell ad.
Moreover, custom-made farm infographic assets will be distributed through their social media channels, directing readers to view the many Best Health farm videos shot, as well as those on our own website. In the July issue of Canadian Living, a “Made in Canada” DFC farm editorial feature will appear as a double-page spread.
Reinforcing farmers’ quality and dedication message on yet another front, horizontal billboards ran in Toronto, Vancouver, Calgary, Edmonton and Halifax markets this spring. They will continue to carry the 100% Canadian Milk message throughout the summer and fall.
On the web
On March 9, we proudly unveiled a revamped version of the 100% Canadian Milk website.
While it continues to feature six videos starring Canadian dairy farmers and how they ensure product quality on their farm by focusing on dairy cattle health, safety standards, accountability, strict regulations, consistent quality and innovation, supplemental video segments have also been incorporated onto the site to provide fresh content highlighting different hard-working farm families.
And, thankfully, there are certainly no shortages of those. PD
PHOTO: Philip Armstrong, left, shows CTV’s The Social host Lainey Liu around his dairy farm in Caledon, Ontario. Photo courtesy of Dairy Farmers of Canada.
Dairy Farmers of Canada is the national policy, lobbying and promotional organization representing Canadian dairy farmers. It works to maintain policies that foster the viability and sustainability of Canadian dairy farms and promote Canadian dairy products and their health benefits through advertising, contests, partnerships, media relations and nutrition programs.
