Dairy Farmers of Canada (DFC) launched the latest evolution of its Dairy Farming Forward campaign, which will see outdoor and in-store signage placements countrywide.
It uses a similar creative approach as its July 2019 campaign which uses snapshots of real dairy farmers. Promotions will run until early March, with in-store signage continuing until the end of the month.
The project attempts to counter myths and misconceptions about dairy farming by highlighting the industry’s commitments to innovation, sustainability, and animal care in producing high-quality Canadian milk. The campaign was created with marketing communications agency DDB Canada and targets a broad range of Canadians with a focus on millennials and Gen Z consumers.