The first part of the campaign is launching on June 2 and targeting Chinese-Canadians since their consumption of dairy products is lower than those of the general population.
The campaign aims to educate Chinese-Canadians about the health benefits, varieties and flavours of Canadian dairy products and how they can easily be integrated into Chinese cuisine.
In-store advertising and recipe samplings are being held in 22 T&T supermarkets in Toronto, Vancouver, Calgary and Edmonton from June 2 to July 6.
T&T supermarkets sell primarily Chinese and Asian foods. A Chinese/English recipe booklet featuring eight Chinese dishes incorporating Canadian dairy products and a leaflet about dairy myths will be distributed.
The campaign will also include Chinese-language newspaper and radio ads, outdoor billboards, direct mailing and a media tour with Chef Stephanie Yuen. Chef Yuen will demonstrate how adding dairy products can boost flavour and add nutritional value to Chinese dishes.
The second part of the campaign, which begins in October, will target South Asians and will focus on in-store advertising and promotions.
DFC launches smartphone application as part of its Get Enough campaign
Dairy Farmers of Canada (DFC) has developed a smartphone application called Get Enough Helper, available in the iTunes app store and Google Play, for its Get Enough campaign.
The campaign encourages Canadians to get the recommended servings of milk and milk products in accordance with Canada’s Food Guide. The app lets users track their daily servings for each of the four food groups in Canada’s Food Guide.
The app recommends recipes and nutritional tips to help users live a healthier lifestyle based on their age, gender and weekly diet. Users can also enter the number of servings they had per food group daily and choose when to share their progress with family and friends.
For each day the user tracks his or her daily servings, DFC will donate $1 on their behalf to the Heart and Stroke Foundation, Osteoporosis Canada or Colorectal Cancer Association of Canada, with a maximum of $50,000 per organization. DFC has donated so far a total amount of $40,478 to these organizations.
DFC’s 2014 Get Enough campaign officially launched April 14 with television, magazine and online ads.
Other communication vehicles include digital and television integrations, educational videos on CBC and Radio-Canada, as well as in-store promotions in August and September. PD
PHOTOS
PHOTO 1: A Chinese/English recipe booklet featuring eight Chinese dishes incorporating Canadian dairy products and a leaflet about dairy myths will be distributed.
PHOTO 2: The new Get Enough Helper smartphone application lets users track their daily servings for each food group in Canada’s Food Guide.
A primary goal at Dairy Farmers of Canada (DFC) is to promote the quality and the great nutritional value of Canadian dairy products. Through advertising, contests, partnerships, educational programs and media relations, DFC promotes Canadian milk products and encourages healthy eating habits.
