A cleverly designed holiday recipe booklet, which folds to become a gift box, was distributed in stores and as newspaper inserts to consumers. The complete collection features 30 delicious holiday bites grouped into five themes and is available online (allyouneedischeese/holiday).
These themes suggested specific moments of holiday pleasures: casual and convivial, let it snow (family-oriented), winter warmth (romantic), RSVP (celebration time) and spur of the moment.
Moreover, to support the campaign, the following marketing activities were implemented:
- In-store sampling demos in more than 350 stores
- In-store media via shelf ads with tear-off recipe in more than 600 stores
- Six 10-second to 15-second promotional videos available on digital media
- AYNIC magazine back page ad
- Rebate offered on the Checkout 51 application allowing consumers to earn cash back when they buy groceries
In addition to marketing efforts, DFC conducted media relations from Dec. 4-22 to extend the campaign’s reach and visibility. Regional spokespeople conducted television appearances on lifestyle and food-oriented shows such as Breakfast Television.
Knowledgeable food enthusiasts such as Marilyn Smith, media personality and home economics, who appears regularly on Breakfast Television in Toronto and Vancouver, and Julie Van Rosendaal, food blogger and co-host of a cooking show on Viva Network in Calgary and Edmonton, were approached by DFC.
They showcased how the AYNIC recipe collection was perfect to celebrate holiday moments by making the recipes live. Recipes and story ideas on holiday entertaining were also shared with print and online media, including other popular food bloggers, in order to encourage them to share the recipes with their audience. PD
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 of Canadian dairy farmers and promote Canadian dairy products and their health benefits through advertising, contests, partnerships, media relations and nutrition programs.
