100% Canadian Milk
Support for the 100% Canadian Milk symbol, and the farmers who participate in the program, continues in 2015!
The 2015 campaign continues to focus on Canadian farmers’ dedication and commitment to producing milk of the highest quality, and to encourage the public to seek out dairy products bearing the symbol as it’s their guarantee that they’re made entirely from locally produced milk renowned for its purity, high quality and great taste. This message will be reinforced throughout the year via broadcast, print and digital activity. Content integration segments/features with television and magazine partners were added to the advertising mix to show the day-to-day life of the farmer and their commitment to quality.
Canadianmilk.ca was revamped and launched March 9th. The site continues to feature six videos starring Canadian dairy farmers and how they ensure quality on their farm via the following proof points: healthy cows; safety standards; accountability; strict regulations; consistent quality; and innovation. Supplemental farm family video segments have been incorporated into the site, resulting from various content integration partnerships struck during the year, to highlight different farm families and provide fresh video content.
Television + Integration
- A :30sec TV spot is running on Specialty channels this Spring.
- A new :30sec TV spot is planned for the Fall.
- A CTV partnership was struck with The Social which will feature a video segment with a farmer mid-April hosted by Jess Allen. The Social is a daily Canadian talk series covering news, pop culture and lifestyle topics, and incorporates viewer feedback and conversation through Twitter, Facebook, Instagram and more.
Print + Integration
- A new consumer print ad was developed and will be featured in Best Health (Feb/Mar; May; Sep; Oct; Nov/Dec issues) and Canadian Living (July issue) magazines.
Partnerships with both magazines were also struck incorporating farm videos, Advertorial feature pages and digital assets. Best Health is producing an editorial series showcasing a ‘Day in the Life’ of a dairy farmer which will be featured alongside our brandsell ad. Additionally, custom-made farm infographic assets will be distributed through their social media channels directing readers to view the many Best Health farm videos shot and those on our own website. In the July issue of Canadian Living a ‘Made in Canada’ DFC farm editorial feature, featuring photo rich farm images, will appear as a DPS.
OOH horizontal billboards will run in Toronto, Vancouver, Calgary, Edmonton, Halifax markets this Spring, Summer and Fall reinforcing the farmer quality and dedication message.
Animated flash banners in Big Box, Skyscraper and Leaderboard formats will be used alongside Facebook & Twitter posts this Spring & Fall to further reinforce the 100% Canadian Milk message.