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

Canadian Tire program lets consumers do the talking

Case study: How the retailer's "Tested for Life in Canada" effort is paying off

Mother Parkers asks consumers to join clean water cause

Coffee roaster launches fundraising to help Ethiopian communities

Retail’s next wave

GTA malls make room for the luxury boom

Apple profit soars thanks to strong iPhone sales

Tech company sold more than 61 million iPhones in the quarter

CIBC’s drive to innovation (Q&A)

Partnership with Mars means bank can switch from 'Power Points to prototypes'

Is the sky really falling in retail? (Column)

Why reports signialing the death of Canadian retail are greatly exaggerated

How Baileys is extending its brand past the holiday season

The brand's plan for spring and summer: ice cream and frozen cocktails

Is your team equipped for change?

Change is an ongoing process that requires an open-mind and open communication