New trade laws will soon make imported cheese more readily available in Canada. That was the problem that Dairy Farmers of Canada (DFC) brought to DDB Canada.
The agency realised that it needed to target the millennial market with a campaign that positioned the local cheese as a global competitor. Traditional advertising isn’t always wildly successful with millennials, so DDB found another way to appeal.
The agency created an animated story set to a new version of Fleetwood Mac’s 1977 hit, Don’t Stop. It’s a familiar theme, young apprentice (in this case, cheesemaker) follows in dad’s footsteps. And it will make you cry (sad and happy tears) like all good stories do. The 21st century twist is that the protegee is the cheesemaker’s daughter. And unlike a lot of 21st century branded content, it holds your attention all the way through to its end.
Its ultimate message is that Canadian cheese is made with creativity. And that’s the best gift the agency could give DFC – a unique selling proposition.
“Rather than tread the well-worn traditionally crafted, artisanal quality story typical in cheese advertising, we share a new story for Canadian cheese,” explained Paul Wallace, executive creative director, DDB Canada Toronto.
“Inspired by a mosaic of traditions, peoples and tastes, Canadian cheese-makers are unburdened by tradition and unbound by rules, leaving them free to craft new, creative cheeses in any manner their heart desires.”
The film is running YouTube and through targeted Facebook advertisements, with 15 and six-second preroll cutdowns. Each ad connects its audience driving to the Canadian cheese website, designed and developed by Tribal Worldwide, where the stories of Canada’s most creative cheesemakers are outlined.
The campaign is being supported by in-store campaigns by TracyLocke at retailers across Canada and a Cheese of the Month Club program by DDB PR.
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