Dairy Farmers of Canada has launched its newest campaign, “We Help Feed Canada,” highlighting the voices of farmers to show consumers the origins of Canadian dairy products. This initiative comes at a time of increased national pride and support for purchasing Canadian goods, directing attention toward the family farms that produce the country’s milk.
Who's behind the campaign?
- Brand: Dairy Farmers of Canada
- Agency:
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Amid heightened national pride and growing Buy Canadian sentiment, the new campaign brings consumers to where the dairy products they love begin – on Canadian family farms.
“Helping to feed Canadians is what it’s all about for dairy farmers,” said David Wiens, president, Dairy Farmers of Canada. “This campaign reflects the values that drive our work, from producing high-quality milk here at home to helping safeguard our country’s ability to feed itself.”
“The Buy Canadian movement reflects something bigger than geography. It’s about recognising the value of what we produce here at home and the people that make it possible,” said Pamela Nalewajek, chief marketing and communications officer, Dairy Farmers of Canada. “We want to show how choosing Canadian sustains communities, strengthens food sovereignty, and supports a reliable supply of milk produced to some of the world’s high standards.”
Canadian farmers in various communities have transformed their barns and silos into large-scale canvases displaying the message, “We help feed Canada.” This creative approach serves as a compelling form of outdoor advertising that integrates seamlessly with the campaign’s television and digital components. It delivers an authentic message from Canadian farms to consumers while highlighting the tangible benefits of choosing Canadian dairy.
Running through the end of November, the campaign includes TV, Cinema, OOH and digital, building on DFC’s ‘The Canadian Way’ strategy.
