Who: Dairy Farmers of Newfoundland & Labrador (DFNL), Ray.

What: A new campaign, “No Bull,” featuring the province’s dairy farmers sharing their thoughts on the purity and benefits of local milk, while debunking some of the misconceptions that surround it.

When & Where: Running until December, the campaign includes TV, radio, cinema, online and out-of-home (billboards and transit).

Why: Like their counterparts in other parts of the country, dairy farmers in Newfoundland & Labrador are worried about declining milk consumption (fluid milk sales in the province have fallen 11% in the past five years). The dairy industry has an annual economic impact of $100 million in Newfoundland & Labrador, and DFNL says that a continued decline in sales will impact not only local farmer, but the province’s economy.

How: Ray worked with Ryan Research to conduct surveys and focus groups regarding milk usage and dairy perceptions amongst the province’s consumers. They found that consumers weren’t aware that the province’s milk is locally produced and processed, and had no knowledge that it is antibiotic-free, preservative-free with no added growth hormones or additives.

The ads feature Newfoundland & Labrador dairy farmers adopting a “no bull” approach to talking about the benefits of their product, while also addressing common misconceptions about its production and ingredients.

And we quote: “We met with local farmers and their families to help shape this campaign and ensure it was true to their experiences and perspectives. For our local dairy farmers, and our local economy, it’s important that we have our own dairy industry here in Newfoundland and Labrador.” —Jenny Smith, president and executive creative director, Ray