Love local. Eat local.

Dairy Farmers of Manitoba

Brand Strategy, Integrated Brand Campaign

The pandemic had severely impacted local restaurants in communities across Manitoba. So Dairy Farmers of Manitoba (DFM) as suppliers of local restaurants and supporters of the community, wanted to do something to help. But how could they help so many different restaurants in so many different locations?

Challenge

The strategy focused on saying that from one local family business to another, dairy farmers are here to help. This positioning reinforced the shared values between the farmers and Manitobans, and motivated pro-social behaviour to help support local businesses.

Strategy

Promote local family-run Manitoba restaurants who really needed help but couldn’t afford to sign-up with expensive delivery apps or advertise. So, from designing original illustrations to creating unique ads for over 50 different restaurants, the campaign creative needed to be flexible and consistent, yet still compelling. Once in market, the campaign was divided into two phases: a DFM brand awareness phase and a restaurant specific phase.