Refreshing a glass of milk.

Client:

Dairy Farmers

of Canada

Output:

Brand Architecture, positioning, Mass & Digital Campaigns

Challenge:

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. 

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Solution: 

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. 

Results:

20% Increase in

intent to purchase

products made with

Canadian milk.