Here for Tomorrow.

Dairy Farmers of Canada

Brand Strategy, Integrated National Brand Campaign

Young-Canadians have been drinking less milk in large part due to their perception of the environmental impact of dairy farming. So, the challenge was how to address this misperception while also showing this media savvy group how much farmers care about the planet.

Challenge

Make farmer’s sustainability efforts as tangible and authentic as possible by developing a brand sustainability platform bolstered through partnerships with environmental leaders and national conservation organizations.

Strategy

We designed a transformative brand platform entitled “Here for Tomorrow” based on what real Canadian dairy farmers were already doing to protect the planet and created a national campaign to support it. The integrated campaign launched with a 2-minute manifesto video followed by broadcast spots with content that was captured by real farmers. The scope of work also included, social content, nationwide ooh, regional radio, and transit.