Dairy Farmers go flat out for new campaign
March 05, 2013 | Rebecca Harris | Comments
Dairy Farmers of Canada is giving its long-running “Get Enough” campaign a more positive twist.
In three new TV spots, created by KBS+ Montreal, characters ask family members for yogurt, cheese or milk. But rather than name the product itself, they list the item’s nutrients and health benefits. The ads encourage viewers to “make milk part of your every day,” with a throw to GetEnough.ca.
Now in its fourth year, the campaign previously focused on the consequences of not consuming enough dairy products, with characters whose bodies deflated while doing physical activity.
“The flat characters were a [humorous] way to show that two-thirds of Canadians were not getting enough milk products,” said Nathalie Savoie, assistant director, nutrition, at Dairy Farmers of Canada. “In this case we’re showing families that are meeting their requirements and that seem to be very energetic and active, so it gives it a more positive twist.”
That said, the campaign hasn’t lost its sense of humour. “It’s kind of a tongue-in-cheek approach to make people realize there are so many nutrients in dairy products,” said Mario Daigle, president of KBS+ Canada (formerly Kirshenbaum Bond Senecal & Partners). “That becomes a very complex message, so we wanted to convey it in a way people would listen to.”
The TV spots are running in English and French. The national campaign also includes print ads in women’s magazine’s and out-of-home advertising, including superboards in Montreal, Toronto, Halifax and Calgary. A content integration component includes 60-second vignettes on CBC starring chef/host Stefano Faita and dietitian Sue Mah, and a partnership with fashion and lifestyle website Glam.
M2 Universal handled the media buy.
On GetEnough.ca, consumers can participate in “Goal Getters,” a challenge with various fitness and nutrition activities. Users can track their progress, collect badges and be eligible for a weekly $10 grocery giveaway.