Dairy Farmers of Canada (DFC) has launched a new holiday-themed digital ad campaign that aims to address some of the common misconceptions about milk and dairy farming practices.
The campaign videos for Both Sides of the Glass feature Santa as the naïve, fun-loving talk-show host, with his guests – real millennial dairy farmers – as the comedic foil.
Through this campaign, DFC said it is looking to help the target audience, millennials, better understand how dairy farmers are committed to producing high-quality milk, adopting innovative practices and caring for the health of their animals.
“The humorous and engaging segments in our newest campaign Both Sides of the Glass highlight the hard work and care that epitomises the dedication of Canadian dairy farmers,” said Pamela Nalewajek, vice president, marketing, DFC.
“We use a light comedic tone to convey relevant messaging about innovation, animal health, milk quality and the dedication of Canadian dairy farmers in a way that will resonate with millennials.”
The campaign is the second of two DFC holiday-themed campaigns to launch this December linking milk and dairy farming with the magic of Christmas. The other, Santa Surprise, celebrates the enduring tradition of leaving out a glass of milk for Santa on Christmas Eve.
Both Sides of the Glass launched earlier this week with digital placements in Canada targeted to millennials. Campaign placements will include online videos, social media, web ads and cinemas in Quebec and will run until 29 December.
DFC is the national policy, lobbying and promotional organisation representing Canadian dairy producers.
© FoodBev Media Ltd 2019