Dairy Farmers of Canada and W Network's cheesy campaign
Dairy Farmers of Canada (DFC) is bringing a whole new meaning to the idea of cheesy holiday movies. The organization has partnered with Corus Entertainment’s W Network to sponsor the specialty channel’s annual slate of holiday movies, airing on Thursday, Friday and Saturday evenings throughout December. The initiative is comprised of a series of 90-second interstitials featuring W Network personality Josie Dye, and is intended to drive awareness for the DFC’s “All you need is cheese” campaign and its associated AllYouNeedIsCheese.ca website. The sponsorship kicks off on Dec. 4 with the airing of Surviving Christmas. Subsequent titles includeLast Holiday, The Holiday, Holiday Baggage, The Family Man and Four Christmases. The campaign, which also includes on-air billboards and closed captioning sponsorship, was developed by DFC’s media agency, m2. It is aimed at women 25-54 who are “zestfuls” – women who love to cook and entertain, particularly around the holidays. “Our challenge was to break through in a season where