Refreshing a glass of milk.
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