All from a good place.

Dairy Farmers of Manitoba

Brand Strategy, Brand Purpose, Brand Positioning, Integrated Brand Campaign

The challenge was that the current DFM brand suffered from very low brand awareness, declining sales, and increased tension between the organization and the dairy farmers they represent. The farmers were feeling misunderstood by the public, so we needed to create a brand campaign that authentically represented them and told their stories.

Challenge

The campaign objective was to support the DFM rebrand by developing a creative platform, that could be used for a 5-year period beginning in 2022. Our strategic approach to the campaign was to help bridge the gap between Manitoba’s dairy farmers and young Manitoba families, and to remind consumers that family and tradition is at the heart of local dairy farming. In essence the DFM brand and positioning needed to be brand new in an old-fashioned way.

Strategy

Leveraging our strategic findings, we created an authentic farmers-first campaign entitled ‘All from a good place’ that featured real Manitoba dairy farmers, and their families, sharing generational and day-to-day stories about dairy farming. The creative rationale being that if we kept it real, consumers could relate in an emotional way. The creative scope and timeline of this province-wide launch campaign has been extensive. Over the last year, we’ve created summer and winter campaigns supported by creative deliverables that have included: TV and cinema, refreshed website, online video and digital social content, ooh and transit advertising, digital banners, radio, sponsorship events and brand activations across the province. We also created an employee campaign to help amplify and socialize the rebrand internally before the launch of the public facing campaign.