Who: Dairy Farmers of Ontario (DFO) and No Fixed Address.
What: A new campaign that puts a human face on made-in-Ontario milk through portraits of five dairy farm families. The tagline is “Dairy done right.”
When & Where: Across Ontario for the next three months. The campaign is anchored by a 60-second TV spot, but includes a big out-of-home buy, as well as social/digital, radio and influencer marketing.
The Insight: Consumer research by Northstar Research revealed “a great deal of misinformation” about dairy farming, said Sean Bredt, DFO’s chief marketing officer. “When we shared that Ontario dairy is made on small local farms and is a family pursuit whose craft, care and integrity is passed down from generation to generation, it helped elevate that conversation and create a point of connection between Ontarians and the dairy farmers.”
How: The creative shows how family values contribute to high-quality milk and dairy products. The conceit for the black-and-white TV spot is a father writing a letter to his four kids (two daughters, two sons). “On this farm, we do two things especially well: We make some fine dairy, and we raise some excellent people.”
Why: It’s tough to look at any Canadian dairy marketing without considering the significance of Canada’s new trade deal with the U.S. and Mexico. The USMCA gives American dairy farmers increased access to Canadian consumers. The campaign reminds consumers that there are good, hard-working Ontarians producing their milk. They are families with “rich traditions and deep-rooted values,” according to a release.
Quote: “Our intent with this campaign is to reinforce and celebrate the values of hard-work, compassion and dedication true to both Ontario dairy farmers and the people who consume their product daily.” —Sean Bredt, chief marketing officer, Dairy Farmers of Ontario.