Dairy Farmers of Canada launches campaign featuring farmers’ barns and silos

The campaign uses images filmed on farms alongside farmers’ voices to show consumers where Canadian dairy products originate. It comes amid increased national pride and growing support for buying Canadian goods, and directs attention to the family farms producing the country’s milk.

Farmers across several communities have turned their barns and silos into large advertising surfaces. These farm-owned locations also feature in the television and digital material, carrying the campaign’s message from working farms to consumers.

David Wiens, president of Dairy Farmers of Canada, said feeding Canadians was central to dairy farmers’ work. He described the campaign as reflecting their commitment to producing quality milk domestically and helping protect Canada’s capacity to supply its own food.

Pamela Nalewajek, the organisation’s chief marketing and communications officer, said support for Canadian products involved recognising both domestic production and the people behind it. She said the campaign sought to demonstrate how buying Canadian dairy supports communities and food sovereignty, while sustaining a dependable milk supply produced to standards she described as among the world’s highest.

The campaign extends Dairy Farmers of Canada’s existing “The Canadian Way” strategy. Brent Choi, partner and chief executive of Angry Butterfly, said the creative work drew on pride in Canadian dairy farmers and their daily contribution to feeding the country. He described the approach as a demonstration intended to match the significance of the moment for Canadians.

Angry Butterfly developed and executed the campaign. Casadel led production, with Pirate Toronto responsible for audio. Initiative and Angry Butterfly handled media planning and buying.