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Dairy Farmers of Canada launches new national campaign

Ads encourage Canadian adults to get enough milk in their diets

Dairy Farmers of Canada is milking its “Get Enough” message for all its worth with the launch of a new, national integrated campaign.

The campaign includes three TV ads–one for milk, one for yogurt and one for cheese. While all three ads will run throughout the year, some will be emphasized more than others depending on the month.

March’s campaign, for example, focused on milk and coincided with National Colorectal Cancer Awareness month. The mini-campaign was designed to help raise awareness of colorectal cancer and what Canadians can do to fight it. May will focus on the Heart and Stroke Foundation, and November will feature Osteoporosis Canada.

Get Enough - Milk 2015 from kbs+ canada on Vimeo.

Other elements include subway station takeovers, online video pre-roll ads, bus panels, bus wraps and interactive displays.

“We’re able to catch different consumers throughout the day and capture their attention at every touch point,” explained Nathalie Savoie, assistant director of nutrition at DFC.

DFC is also working with Rogers and Chatelaine to promote the campaign through events and print ads. (Rogers Publishing owns Canadian Grocer.)

Savoie said the campaign builds on last year’s messaging, which focused on children taking care of their parents or grandparents and wanting them to eat well and remain healthy.

The campaign is targeted at Canadian adults, Savoie said, "because we know younger people are less interested in chronic disease prevention. It’s more something you think about after you’ve had your own kids.”

DFC is also using the campaign to promote its  “Get Enough Helper” app. The app, launched last year, lets users track their daily food servings. For every day they do, DFC will donate one dollar on their behalf to either the Heart and Stroke Foundation, Osteoporosis Canada or the Colorectal Cancer Association of Canada.

The app has been downloaded 50,000 times since it launched, said Savoie. “We want these users to start using the app again if they’ve stopped, and want to encourage new users to download the app.”

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