Highlights
- ‘Both Sides of the Glass’ launches mid-December with national placements
- The holiday-themed campaign targets millennials with humorous digital videos
Santa has questions about his favourite beverage and no matter how funny those questions may be, Canadian dairy farmers have answers. This week, Dairy Farmers of Canada (DFC) launched Both Sides of the Glass, a new holiday-themed digital ad campaign that uses humour to address some of the common misconceptions about milk and dairy farming practices, with our own dairy farmers in the starring role, opposite Santa Claus himself.
The campaign videos feature Santa as the naïve, fun-loving talk-show host, with his guests – real millennial dairy farmers – as the comedic foil positioned beside a glass of milk. Through this campaign, DFC helps the target audience, millennials, better understand how dairy farmers are committed to producing high quality milk, adopting innovative practices and caring for the health of their animals.
“The humorous and engaging segments in our newest campaign Both Sides of the Glass highlight the hard work and care that epitomizes the dedication of Canadian dairy farmers,” said Pamela Nalewajek, Vice President, Marketing, DFC. “We use a light comedic tone to convey relevant messaging about innovation, animal health, milk quality and the dedication of Canadian dairy farmers in a way that will resonate with Millennials.”
The campaign is the second of two holiday-themed campaigns to launch this December linking milk and dairy farming with the magic of Christmas. The other, Santa Surprise, celebrates the enduring tradition of leaving out a glass of milk for Santa on Christmas Eve.
Both campaigns help consumers understand that in choosing products marked with DFC’s blue cow logo, they are buying high-quality dairy products made with care by Canadian dairy farmers.
Both Sides of the Glass launched on December 9th with national digital placements including online videos, social media, web ads and cinemas in Quebec and will run until December 29th.
To preview the campaign, please visit us here.