Dairy Farmers of Canada launched a new national campaign to build consumer confidence in milk products bearing the 100% Canadian Milk symbol.

The campaign will show Canadian dairy farmers’ commitment to producing high-quality milk. DFC launched a new website in March featuring six videos starring dairy farmers from across Canada.

Each video discusses a different topic: healthy cows, safety standards, accountability, strict regulations, consistent quality and innovation.

The website – emphasizes the quality of Canadian milk and links to information from the 2013 100 Good Reasons campaign. DFC also created a new 30-second television ad.

It will broadcast on major television stations until June. The campaign will also feature online ads and in-store promotions throughout the year.

A nationwide in-store promotion was launched in early April, and ads were placed in more than 1,200 grocery stores across Canada. In May, promotions will be held in Longo’s and Loblaws grocery stores. More activities to be announced in the fall.

New contest to promote chocolate milk
As part of the Recharge Rewards contest “Live the ultimate marathon experience,” DFC successfully partnered with triathlete and Olympian Simon Whitfield.

In addition to receiving an all-expense paid trip for two to the Mississauga or the Blue Nose marathon, new running gear and a supply of chocolate milk, the winner will have the opportunity to get a 12-week personalized training program directly from Whitfield.

A media tour in Ontario and the Maritimes with Whitfield at the end of April spread the word about the contest and reinforced the ritual of chocolate milk as an ideal post-workout recovery drink.

During the media tour, Whitfield shared his own routine tips from pre-workout and post-workout stretches, running techniques and food selection including chocolate milk.

A TV commercial on Sportsnet, ads in gyms and Running Room stores, online banners, outdoor ads and publicity in grocery stores (80 Sobeys in the Maritimes and 147 Metro in Ontario) also promote the contest.

Chocolate milk tastings are also held in select stores and DFC representatives are handing out information booklets about the contest and chocolate milk’s benefits as a recovery beverage.

Canadians from Ontario and the Atlantic region can participate until May 25 simply by sharing their post-workout routines on social media sites Instagram and Twitter using the hashtag #RwMrewards. More info .   PD

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POSTER 1: How dairy farmers care for their cows and their commitment to high standards is the Dairy Farmers of Canada’s new national campaign.