Producers declare “I’m in” for the organization’s emissions goal for 2050
By Diego Flammini
Dairy Farmers of Canada (DFC) has launched a new ad campaign to show dairy farmers’ commitment to reaching net-zero greenhouse gas emissions by 2050.
DFC’s “I’m In” campaign started on Canada Day and will run on TV and digital platforms in French and English until Aug. 12.
The 60-second ad includes a male narrator listing ways dairy farmers are being good stewards of the land and the environment, including crop rotation and producing renewable energy.
“You might think reaching net-zero greenhouse gas emissions by 2050 is impossible. That it takes too much work. Who on earth would do that?” he says.
The ad then includes multiple dairy farmers declaring they’re on board to help achieve this goal.
“It was important for us to remind consumers that caring for the environment is not new for dairy farmers, and in fact it’s one of the many reasons that our Blue Cow logo is so trusted by Canadians,” Pamela Nalewajek, vice-president of marketing for DFC, said in a statement.
Angry Butterfly, an ad agency in Toronto, worked with DFC on the ad.
The digital versions of the ad includes farmers who fit into the young millennials and Gen Z age bracket. It also incorporates editing ideas younger people would see on social media.
“The assets have different music than the TV campaign executions, quicker cuts and scene transition techniques they’re used to seeing on social platforms like TikTok,” Erin Kawalecki, partner and chief creative officer at Angry Butterfly, told The Message, a Canadian marketing publication. “We like to show dairy farmers in a surprising format, to help illustrate that the stereotypes people have about them aren’t always accurate.”