Dairy Farmers of Canada honoured for innovative marketing campaigns at the 2024 World Dairy Summit

OTTAWA, ON, Oct. 18, 2024 – Dairy Farmers of Canada (DFC)’s innovative marketing campaigns have been recognized at the International Dairy Federation as part of the World Dairy Summit in Paris, France, on October 15-18, 2024. 

DFC’s “I Do That” campaign on regenerative agriculture was honoured with the Yves Boutonnat International Milk Promotion Trophy by the International Milk Promotion (IMP) group for the best generic advertising campaigns in key areas of innovation, nutri-marketing, and marketing communication. As well, DFC’s “Biodiversity is in our Nature” campaign was honoured as an IDF Dairy Innovation Awards finalist in the Innovation in Marketing & Communication initiative building dairy category.  

“The Canadian dairy sector is innovative, robust and an integral part of the economy of our nation, and these awards help us tell our story on a global stage,” said David Wiens, president of DFC. “Our farmers are committed to excellence, not just in producing high-quality milk, but in supporting the environment on which we farm. These campaigns are successful because of the work Canadian dairy farmers are doing, day in and day out.” 

DFC’s “I Do That” campaign builds upon the success of last year’s award-winning “Net Zero by 2050 – We’re In” campaign, showing consumers how the regenerative agriculture actions farmers are taking help further the sector’s progress towards sustainability targets like finding a balance between emissions emitted and sequestered or reduced on dairy farms.    

“The campaign is successful because it tells the true story of Canadian dairy farmers’ commitment to quality and sustainable farming efforts,” said Pamela Nalewajek, DFC’s Chief Marketing Officer. “Nine out of 10 Canadians recognize the dairy sector’s iconic Blue Cow Logo and the trust it represents in dairy farmers; we are proud to amplify their hard work with global recognition as well.” 

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