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STRONGER PROGRAMS
DAIRY FARMERS OF CANADA WANTS TO SURPRISE CANADIANS WITH NEW CAMPAIGNS
airy farmers of Canada’s (DFC)
marketing team is developing a
strong and focused vision for the
organization, says DFC’s marketing and
retail director Victoria Cruz.
“We are reviewing every marketing program to create more streamlined communications,” Cruz says.
“When we are finished, we will have
fewer but stronger programs and a
new look and feel to our organization for a more consistent look and
voice,” she adds.
DFC is working with one advertising agency, reducing future costs
and ensuring greater oversight to its
programs, she says. It is also developing more partnerships with bigger
brands, such as Tim Hortons, General Mills,
McDonalds, Dominos and Metro.
Meeting with larger processors to understand their motivations and concerns
is also a priority for DFC in 2016, says
Cruz. DFC met with Argopur in March,
she adds.
D
PROJECT SLEEP
“Consumers are flooded with messaging
from hundreds of brands daily, so more
than ever, we need to break through the
clutter,” Cruz says. “We need to find ways
to talk to consumers about dairy farmers
in a different manner. DFC is working on
campaigns that will surprise Canadians
in how they value dairy farmers and the
products they produce,” she adds.
The first new campaign will be released
in late spring called Project Sleep. Research
shows 67 per cent of Canadians do not get
enough sleep. A healthier Canada is a topic DFC wants to get behind, she adds.
“Who knows the value of a good night's
sleep better than a dairy farmer?” Cruz
says. “This campaign is truly about showing not only how hardworking we are, but
how we care for the health of our country
and its future.”
The campaign will rekindle memories
of a soothing glass of milk before bed to
capture people’s emotions, she says. A
new website, Projectsleep.com, will
have interesting facts, soundbites
and statistics about sleep and how
dairy farmers can help. DFC has produced a film showing the lights go
out in communities small and large,
apartment buildings and dairy farms
across Canada featuring DFC’s logo,
she adds.
A multi-station, simultaneous
radio message will be broadcasted
featuring a soft-spoken dairy farmer
pouring himself a glass of milk and
singing a lullaby for listeners. A late night
TV show will feature a dairy producer
reading bedtime stories and talking about
the benefits of milk before bedtime.
DFC has also created a vending machine that will let people pay for a dairy
product with a yawn, Cruz says.
“Being interesting will help us connect
with people,” she says. “It will also help
us create buzz now for what’s to come in
2017.”
COMEDIC ENTERTAINMENT
D
Visit www.damianmason.com.
WWW.MILKPRODUCER.CA
amian Mason, a comedian, professional speaker and agriculture
advocate from Indiana, provided entertainment at the SPC. He presents lively
content, comedy and commentary on
agricultural-related issues, and has also
presented on political satire and business
reinvention issues. Damian was raised on
a dairy farm, has a degree from Purdue
University in agricultural economics, and
currently owns and manages a farm in
northeast Indiana. He stays up-to-date
on issues impacting the industry of
food, fuel and fibre to deliver entertaining, provocative dialogue to agricultural
audiences. Using wit and charm, Damian
brought much laughter to the SPC and
related much of his experience growing
up on a dairy farm. Mixed in with the humour, Damian encouraged industry representatives to focus more on promotion
and less on production. “Stop focusing
on commodity; focus on innovation,” he
told delegates.
MILKPRODUCER | APRIL 2016
27