It’s More Than Just Dairy

Integrated Commerce

It’s More Than Just Dairy

  • Strategy
  • Integrated Campaign
  • TVC
  • OOH
  • In-Store
  • Digital
  • Influencer
  • Social
A smiling farmer leans on a fence with cows in the background and text saying "It's more than just dairy."
When Dairy Farmers of Canada wanted to connect with Canadians on a deeper level, we served up a whole lot of nostalgia.

Challenge

Dairy Farmers of Canada tasked us with creating a strategic framework and campaign idea that could unite tactics across their marketing plan and provinces.

The goal was one, unified powerful message that would inspire consumers to seek out Canadian dairy products and build brand love for the Blue Cow Logo.

Solution

An insight as real, wholesome and pure as dairy itself. Instead of focusing on cheese pulls and milk pours, we highlighted all the authentically beautiful and heartfelt moments throughout life that dairy has been a part of. From little league ice cream celebrations to baking dance parties, we showed Canadians that to their local farmers, It’s more than just dairy.​

We told these stories through a fully integrated, province-specific 360 campaign inclusive of TVC, OOH, in-store, social, digital and influencer.
A smiling child holds an ice cream cone on a billboard that reads "It's the taste of victory," promoting Dairy Farmers of Canada.
An open recipe book on a blue background showing a dish and ingredients for two recipes.
A smiling person embraces a cow in a poster at a bus stop, with text saying "It's passion, craft & care" and "It's more than just dairy."
An image displaying five different dishes with labels: apple crisp, Dutch vla, date chia pudding, hashbrown bake, and baked potato dip, featuring Dairy Farmers of Canada branding.
A billboard featuring a dairy farmer with the text "It's passion, craft & care" and a Dairy Farmers of Canada logo.
A billboard shows a child and an older woman dancing in a kitchen, with the text "It's the mid-bake dance break" and a Dairy Farmers of Canada logo.
A series of images promoting Canadian dairy, showing people enjoying ice cream, cooking, and sharing food, with the text "It’s more than just dairy.
A computer screen displaying an article titled "Dairy Farmers of Canada unites single strategy across five provinces" on a light blue background.
A dairy display in a store with a sign offering a free recipe booklet for a homestyle hashbrown bake.

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