8 minute read
Tim Hortons partnership
from December 2021
by MilkProducer
DFO PARTNERS WITH TIM HORTONS TO INCREASE DAIRY AWARENESS WITH CONSUMERS
Dairy Farmers of Ontario (DFO) has once again collaborated with Tim Hortons to help increase dairy consumption through four targeted promotions that began in September and run through to the end of December 2021.
The $500,000 investment allows DFO to create a variety of activations that speak to consumers about Ontario dairy, says Alan Grebinski, DFO’s director, business & educational development. Tim Hortons is the largest user of dairy in the quick-service restaurant sector, especially when it comes to cream. As part of the December campaign, DFO is featuring a milk & holiday theme activation with in-store promotions and drive-thru signage, which is expected to garner 69 million impressions. Other promo elements will “The $500,000 capitalize on Tim Hortons’ new Espresso beverages that use more investment allows dairy per cup than a traditional coffee. DFO to create a
These initiatives specifically target the Ontario market and variety of activations do not conflict or overlap with any national initiatives Tim that speak to Hortons has established with Dairy Farmers of Canada. Rather, consumers about the direct collaboration with Tim Hortons enables DFO to get Ontario dairy.” greater value for its marketing dollars by obtaining more media —Alan Grebinski impressions for its campaigns, Grebinski says, adding Tim $0.00* EACH $0.00* LG. CARTON Black Forest Filled Ring Dream Donut | 000 Cals Large Carton of Milk | 000 Cals *Plus applicable taxes. Pricing may vary by region. Milk served at Tim Hortons restaurants is 100% Canadian milk. ‘100% Canadian Dairy (and design)’ is a trademark of Dairy Farmers of Canada. At participating restaurants in Canada for a limited time. ©Tim Hortons, 2021
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Hortons’ business is over-indexed in the Ontario market, providing a natural benefit for DFO to amplify the support for dairy in the province.
“Our promotion efforts with Tim Hortons over the past four months are meant to engage consumers as they continue to support the foodservice sector coming out of the pandemic,” Grebinski says. “By engaging with Tim Hortons, not only does DFO gain access, awareness and significant media reach by leveraging campaign assets, we are also able to leverage Tim Hortons’ influence with consumers to drive more than 218 million impressions—that means more eyes on our messaging and more opportunities to increase dairy consumption.”
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Officials reiterate government stands by previous commitment to dairy farmers
Governor General Mary Simon presented the speech from the throne on Nov. 23. The speech focused on general government directions and set out the federal government’s priorities for the coming years. This year’s speech was relatively short compared with those in previous years.
Themes addressed in the speech include building a healthier present and future, the post-pandemic economy, advocating for diversity and inclusion, having safer communities, reconciliation with Indigenous Peoples and the environment.
Although there was no direct mention of compensation for the Canada-United States-Mexico Agreement (CUSMA) in the speech, officials have reminded Dairy Farmers of Canada the government stands by its previous commitment to dairy farmers. The individual mandate letters, which will be distributed to the various ministers in the near future, will offer more details in terms of the Prime Minister’s expectations and the files they must deliver over the coming months. Dairy Farmers of Ontario will provide details of the mandate letters once they have been made public.
REVISED DAIRY CODE RELEASED FOR PUBLIC COMMENT PERIOD
When it comes to developing animal welfare practices in Canada, the National Farm Animal Care Council (NFACC) implements a unique system that ensures all voices across different stakeholder groups are heard. This brings credibility and transparency through scientific rigour and collaboration. This year, NFACC has published the revised Dairy Code of Practice for the Care and Handling of Dairy Cattle and launched the 60-day public comment period; during which all stakeholder groups are able to comment on the suggested changes proposed.
“What is great about the process of revising the dairy code of practice is its collaborative approach. Everyone is involved in the conversation because we truly believe the dairy industry is better when we’re working together to achieve the highest standards of animal welfare practices,” says Steve Runnalls, Dairy Farmers of Ontario (DFO) board member for region 12.
After the public comment period ends, NFACC will review all submissions and adapt the code. The final code is expected to be published in late 2022 or early 2023.
“Throughout this time, we encourage all Ontario producers to review the document and submit thoughtful and constructive comments. The proAction module is based on the dairy code of practice,” says Maria Leal, DFO’s director assurance & regulatory compliance. “Once published, proAction will be updated to ensure it follows the new set of guidelines. It’s important for all producers to be actively involved in the process so their voices are heard, and the code reflects farm realities.”
IMPORTANT - Ontario dairy farmers can submit their comments on the dairy code of practice via this link: https://www.surveymonkey.com/r/Q5J965Q
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DAIRY EDUCATION VIRTUAL AND DIGITAL PROGRAMS A RESOUNDING SUCCESS
Dairy Farmers of Ontario’s (DFO) dairy education Growing Up Dairy program and virtual presentations have been a tremendous success this school year. All educators have been trained on using iPads and provided with new teaching resources to make DFO’s school programs even more engaging and interactive for students. Since the programs’ launch earlier in the fall: • 78 schools have registered for Growing Up Dairy, reaching 2,968 students in 130 classrooms; • 49 schools have received 115 presentations, both live and virtual to 2,452 students; • Dairycraft has been downloaded 3.7 million times.
DAIRYCRAFT GAME WINS TWO MARKETING AWARDS
DFO’s popular game Dairycraft was also recognized for its innovation. The online game won two Canadian Marketing Association (CMA) awards in late November. CMA Awards celebrate top marketing campaigns and this year, Dairycraft picked up the bronze award in both the customer experience and engagement categories.
Dairycraft makes learning about the world of dairy farming fun through gaming, designed on the popular Minecraft platform. It has been downloaded 3.89 million times and serves as an ongoing curriculum tool to support virtual and in-class learning.
To experience a day in the life of a dairy farmer by building your very own farm, download the marketplace version at https:// bit.ly/3r8dgqn.
You can also stay up to date on DFO’s dairy education program on Twitter at https://twitter.com/eduONdairy.
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