Gay Lea campaign focuses on farm life
February 12, 2014 | Vanessa Milne | Comments
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.”