Who: Dairy Farmers of Ontario, with No Fixed Address for strategy, creative and public relations, Northstar Research Partners, and Starcom for media.
What: The latest iteration of DFO’s two-year-old “Dairy Done Right” campaign, which aims to put a face to the province’s dairy farmers. It is part of a recent wave of marketing for the organization, including a partnership between its culinary brand Savour Ontario, the LCBO, and wine brand Henry of Pelham, and “Pick Me Ups,” a pop-up shop targeting Gen Z consumers where customers could purchase dairy-themed products using only social posts.
When & Where: The campaign is in market now, running until Nov. 21 across TV and complemented by what is described as a “major” out-of-home component, as well as social, digital and PR.
Why: As with previous efforts in the campaign, it’s about putting a face to the more than 4,000 dairy farmers operating throughout Ontario. “We want this campaign to reinforce that Ontario’s dairy producers are hardworking people who want the best for their families, friends and neighbours,” said the organization in a release.
How: The campaign is anchored by a 30-second TV spot called “The Reminder,” which profiles a dairy farming family, the Kruls from Arthur, Ont. The spot is narrated by the daughter who—over images of a working day on the farm—tells viewers “On our family dairy farm, there’s a saying—that the sun doesn’t start the day, we do. It’s our daily reminder to be our best, make our best.”
As the spot shifts to visuals of families enjoying foods made with Ontario milk, the girl informs viewers that her family’s farm is part of something bigger. The closing super reads “Dairy done with everyone in mind,” which is then shortened to the campaign tagline, “Dairy done right.”
The out-of-home and digital banners feature portraits of another Ontario farming family, the Donkers from the hamlet of Shedden Ont., accompanied by headlines including “For Ontario families by Ontario families” and “Proudly local. Both us and the milk.”
And we quote: “We wanted to show the commitment of every member of the dairy farming family in producing high-quality milk every single day… We want this campaign to reinforce that Ontario’s dairy producers are hardworking people who want the best for their families, friends and neighbours.” —DFO’s chief marketing officer, Rosa Checchia