Refreshing a glass of milk.


Dairy Farmers

of Canada


Brand Architecture, positioning, Mass & Digital Campaigns


The Dairy industry was under a lot of pressure, and Dairy Farmers of Canada has was under a lot of scrutiny. With over 20 years of declining consumption of milk around the world, dairy farmers needed to rejuvenate their image, and bring a more effective communication strategy to garner greater visibility for Canadian milk. 



Undertook a brand re-architecture, creating a Masterbrand presence to generate attention and consistency for Canadian milk. And repositioned the brand to focus on Canadian milk as a desirable key ingredient within the various forms of dairy people already love. 


20% Increase in

intent to purchase

products made with

Canadian milk.