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Dairy Farmers of Canada: Uplifting new campaign shows dairy farmers remain ‘Here for Canada’

Published on 02 June 2020
'Here for Canada'

One day, not long ago, we woke up to find the world had changed. But amid uncertainty and new realities, some important things have stayed the same:

Canadian dairy farmers continue to work tirelessly, day in and day out, to ensure Canadians can feed their families with milk produced to standards among the highest in the world.

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In recognition of this dedication, Dairy Farmers of Canada (DFC) has launched a new marketing campaign which reminds consumers that despite the COVID-19 pandemic, dairy farmers are still “Here for Canada,” producing high-quality Canadian dairy.

“Here for Canada” reassures Canadians about the comprehensive safety protocols followed on Canadian dairy farms and provides an uplifting look at how farmers are adapting to the circumstances to feed the nation and donating more than $5 million to food banks across Canada to help families in need.

“Dairy farmers are working harder than ever to help feed Canadians at one of the most challenging times in our history while maintaining their rigorous commitments to milk quality, food safety and responsible production practices,” said Pamela Nalewajek, vice president of marketing, DFC. “We wanted to highlight Canadian dairy farmers’ exceptional efforts to provide consumers with high-quality Canadian dairy in this challenging environment.”

In accordance with the advice of public health officials and farm safety protocols implemented to prevent human-to-human transmission of the COVID-19 virus, DFC created the campaign videos using previously captured footage featuring proud Canadian dairy farmers who have participated in past campaigns alongside timely, poignant messaging.

Targeting millennial and gen-Z consumers as well as the broader population, “Here for Canada” consists of television and digital ad placements in both English and French which ran until May 5.  end mark

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PHOTO: Photo courtesy of DFC.

Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization which defends the interests of Canadian dairy farmers and strives to create favourable conditions for the Canadian dairy industry. Working in accordance with supply management principles, DFC promotes safe, high quality, sustainable and nutritious Canadian dairy products made from 100% Canadian milk through various marketing, nutrition, policy and lobbying initiatives. Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national activities. Visit Dairy Farmers of Canada for more information.

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