OTTAWA – Dairy Farmers of Canada (DFC) launched its #ChooseCanadianDairy and Happy Holi-Dairy campaigns Dec. 6, with the aim of inspiring consumers to celebrate the holidays with high-quality products made from 100% Canadian dairy.
With its heart-warming theme, #ChooseCanadianDairy evokes an emotional response in consumers, positioning local dairy products front of mind when planning meals and gifts for the holidays, according to the producer organization. DFC encourages Canadians to look for the Blue Cow logo when stocking up on entertaining essentials, as it “symbolizes the hard work and stringent standards behind safe, nutritious and high-quality dairy products made right here at home. No matter how we celebrate, that feeling of ‘home’ is what makes this time of year so special, and supporting local business is a great way to celebrate home for the holidays – even if we can’t be there in person.”
Happy Holi-Dairy targets Millennial and Gen-Z consumers. A take on awkward conversations that young Canadians may experience with relatives this season, it’s intended to debunk myths young consumers may have about dairy, granting them a social license to consume high-quality Canadian dairy products over the holidays – and beyond.
“In this and in all seasons, our dairy farmers are providing Canadians with high-quality milk that meets some of the most stringent standards in the world,” says Pierre Lampron, president of Dairy Farmers of Canada. “Under our proAction quality assurance program, we continuously evolve to reflect the latest best practices in areas like sustainability, animal care, food safety, and more.”
Both national campaigns are slated to last four weeks.