FOR IMMEDIATE RELEASE

Date:

January 16, 2017

Location: Toronto

If its made with Canadian milk, its worth crying over.

Dairy Farmers of Canada launches new campaign establishing milk as the
key ingredient in Canadians favourite dairy foods
Today, Dairy Farmers of Canada (DFC) is launching a new campaign to get the nation to fall in love
with Canadian milk by establishing it as the key ingredient in their favourite dairy products like
yoghurt, cheese, ice cream and butter.
Milk is often taken for granted, explains Victoria Cruz, director of marketing and retail, Dairy
Farmers of Canada. Canadians love dairy products; but most are not aware that high quality
Canadian milk is what makes them so delicious and enjoyable. For the first time, Dairy Farmers of
Canada shines the spotlight on Canadian milks key role in consumers favourite foods, and in doing
so elevates the perception of Canadian milk.
Developed by DDB Canadas Toronto office, the integrated campaign debuts with the film The
Dinner Party, which appears in cinemas, on television and online. The film opens on a tableau of an
elegant dinner party frozen in time. The camera pans slowly down the table to reveal beautifully
plated dairy products and static party guests with comically tragic facial expressions and glistening
tears streaming down their cheeks. The camera finds the head of the table, revealing the source of
the guests distress, a toppled pot of cheese fondue projected to splash onto a mans lap.
Everyone knows spilled milk isnt worth crying over, but its a whole different story if that milk
happens to be Canadian, says Paul Wallace, executive creative director, DDB Canada Toronto. In
this campaign, we communicate the high quality of Canadian milk by showing different characters
crying over spilled dairy products - because losing even a single drop of ice cream made with
quality Canadian milk is a real tragedy.
Scenes from the film are used to create arresting cinemagraphs and GIFs for social and digital outof-home advertising. Images of teary-eyed people crying over spilled Canadian dairy products also
appear in print, transit shelter advertising and a station domination at Torontos Union Station. The
campaign launched on January 16, 2017 and will continue across English Canada for 12 weeks,
with Initiative responsible for media buying and planning.
All campaign elements direct consumers to www.qualitymilk.ca where they can learn more about
DFCs high standards and commitment to providing quality Canadian milk. The site page was

1600 777 Hornby Street, Vancouver BC V5L4Y8 T 604.687.7911 F 604.6404343 www.ddbcanada.com

designed and developed by Tribal Worldwide Canada with Mirum responsible for web platforming
and deployment.
A national media relations and influencer program by DDB Public Relations also commences this
month and focuses on educating Canadians on the quality aspects of Canadian milk.
The new campaign is the first consumer communications to include DFCs new certification and
consumer marketing logo created by Karacters Design Group. The logo is part of a new brand
conviction strongly reaffirming that dairy farmers believe in the power of dairy to give Canadians a
healthier future. Inspired by the simple, natural purity of milk and designed to be eye-catching and
straightforward, the new logo makes it easier for consumers at grocery stores to identify high quality
dairy products made from Canadian milk.
About Dairy Farmers of Canada
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization defending the interests
of Canadian dairy farmers and striving to create favourable conditions for the Canadian dairy
industry. Working within supply management, DFC promotes safe, high quality, sustainable, and
nutritious Canadian dairy products made from 100% Canadian milk through various marketing,
nutrition, policy, and lobbying initiatives. Driven by a strong sense of community and pride, DFC and
Canadian dairy farmers actively support a number of local and national initiatives. Visit
dairyfarmers.ca for more information.
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications
agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine
and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that
generates significant results for clients, DDB Canada is a "total communications company" whose
fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices
in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines
include: public relations, event management, digital, social, mobile, branding, design, direct
response, CRM and shopper marketing.
- 30 For more information or interviews, please contact:
Paige Calvert
604.608.4421
paige.calvert@ddbcanada.com