DAIRY NEWS
TWO NEW DFC CAMPAIGNS TURNING HEADS NATIONWIDE By Dairy Farmers of Canada
CONTRIBUTOR
D
airy Farmers of Canada (DFC) has launched two dynamic new marketing campaigns. Dairy Farmers of Tomorrow highlights the next generation of Canadian dairy farmers and their work toward their shared future. The campaign features authentic and relatable young farmers shining a light on sustainable and responsible modern farming practices. “We’re reminding consumers of Canadian dairy’s progress in lowering carbon emissions, our farmers’ commitment to animal care and the fact our milk is produced without the use of artificial growth hormones,” says Pierre Lampron, DFC’s president. Working with third-party social media influencers, the young farmers showcase their use of innovative technologies while debunking myths about dairy farming practices. The creative platform demonstrates Canada’s next generation of farmers are on a mission to keep innovating and improving, especially in the areas of animal care and sustainability. The six-week, bilingual campaign kicked off on June 10 with social and digital components, featuring online video, influencers, web and audio, and will run until July 22 nationwide. To view the campaign, visit https://bit.ly/ 3vDFhF5.
DAIRY FARMING FORWARD The second campaign focused on the rigorous standards behind the nation’s high-quality milk. Dairy Farming Forward – High Standards highlights the progressive practices Canadian farmers use to maintain animal welfare, food safety and sustainability—integral areas of this forward-facing industry. “This campaign takes a multi-faceted ap-
proach that speaks directly to the quality of Canadian milk, cow health and environmental concerns,” says Pamela Nalewajek, DFC’s vice-president of marketing. “We are driving home the fact consumers can trust the Blue Cow logo because Canadian dairy farmers care about the same things they do.” The Dairy Farming Forward – High Standards creative platform demonstrates Canada’s dairy farmers are committed to constant innovation and high standards. Canadian dairy farmers proudly meet some of the most stringent standards in the world, including 42 requirements on food safety and close attention to animal health— in Canada, every cow is monitored every day. The six-week, bilingual campaign kicked off on June 21, with social and digital components, featuring online video, influencers, web and audio, and will run until Aug. 2 nationwide. This included a Canada Day TV media partnership scheduled for July 1 on CBC and Radio-Canada. To view the campaign, visit https://www. youtube.com/watch?v=wS9YrRS10Ss.
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JULY 2021 | MILKPRODUCER
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