DFC’s cheeseman marks crackers, pizzas downtown

A 3D billboard in Toronto targets the imaginations of moms on the go, while a more subtle, online content integration schools fine-cheese amateurs in this dichotomous Dairy Farmers of Canada campaign.

The Dairy Farmers of Canada (DFC) wants to capture the imagination of busy moms with a series of new outdoor and TV ads that are part of the new ‘All You Need is Cheese‘ campaign running this month through the spring, with another leg kicking off in the fall.

With creative arranged by Taxi in Montreal and media handled by M2 Universal, eye-catching OOH billboards were unveiled earlier this month including a 3D ‘cheeseman’ cutting into a pizza on Bloor and Parliament streets in Toronto, and a cheese strongman lifting a giant cracker at a bus shelter on Yonge and Front streets. The campaign also includes a print buy in Canadian Living and Today’s Parent, as well as 30- and 15-second TV spots running on specialty and conventional channels through June.

‘It’s a little bit like the fantastic universe of a child, while positioning Canadian cheese as a favourite [comfort] food,’ says Solange Heiss, assistant director, marketing and nutrition communications at Montreal-based DFC. ‘We’re targeting mums [aged 25 to 54] so that they can transform an everyday meal with just a little bit of extra cheese, into something that can let kids’ imaginations just go,’ Heiss tells MiC.

The other target for DFC’s two-pronged campaign is the fine-cheese amateur, she adds; the casual dinner party host who can find out more about gouda or provolone on the DFC microsite. The drive-to-web components include ads in Vancouver Magazine, Toronoto Life, and Canadian House and Home, as well as online ads and recipe content integration on HouseandHome.com and NatalieMacLean.com.

‘We want to demonstrate how cheese can bring everyday creativity and fun into the household because cheese is versatile, nutritional, comforting,’ says Heiss.