Gay Lea campaign focuses on farm life

Spots emphasize the co-op’s farmers and product quality A new campaign for Gay Lea Foods emphasizes the brand’s values and history with a back-to-the-farm feel. “The first and foremost objective was to finally tell the Gay Lea story – that it is a dairy owned by dairy farmers” and that its products are made without […]

Spots emphasize the co-op’s farmers and product quality

A new campaign for Gay Lea Foods emphasizes the brand’s values and history with a back-to-the-farm feel.


“The first and foremost objective was to finally tell the Gay Lea story – that it is a dairy owned by dairy farmers” and that its products are made without cutting corners, says Brian Howlett, chief creative officer at Toronto’s Agency59, which created the ads and has worked with the brand before.

The “Born on the Farm” campaign will run as pre-roll video online, as print ads in magazines such as Food & Drink and Cottage Life, and on out-of-home real estate across Ontario. The concept will affect more general brand communications and shape in how Gay Lea Foods “describes themselves as a company,” says Howlett.

Unlike previous campaigns, which focused on individual products, this one encompasses everything created by Gay Lea Foods, from milk to whipped cream to cottage cheese.

“It’s a master brand campaign,” says Howlett. “You get synergy; all the products benefit from that one platform.”

Brands Articles

BMW rolls out branded content

Three well-known Toronto-based personalities showcase X models

B.C. craft brewer asks consumers to thicken the plot

Central City Brewers + Distillers introduces character-based beers from "mythical world"

Ford goes ‘back to basics’

Car company helps bloggers escape from the daily grind with recent event series

Etsy formally files for IPO worth up to $100M

Nearly 20 million people made at least one purchase through the online retailer last year

Target Canada has some explaining to do

Vendors demand answers before the retailer closes up shop in Canada in May

Subway uses wifi for giveaway

Partnership with Turnstyle Solutions provides new customer reward system

McDonald’s to start serving antibiotic-free chicken

Announcement comes as fast-food giant struggles to shake junk-food image

Metro partners with Chatelaine on multi-platform campaign

Effort will promote Metro's local foods with an emphasis on seasonal produce