Dairy Farmers tasks M2 with getting cheesier

After three years of doing just the buys for DFC, M2 Universal is now its media AOR, with complete responsibility for cheese.

After a hotly contested review process, Ottawa-HQ’d Dairy Farmers of Canada has appointed M2 Universal to manage complete media planning for its cheese business. The Toronto agency (a division of MacLaren McCann) has handled media buys for DFC for the past three years, while Cossette Canada did media planning for the multi-million-dollar account.

M2 president Hugh Dow tells MiC that his agency is ‘thrilled with the win,’ and has already begun strategizing on behalf of DFC with Taxi, which won as creative AOR for Dairy Farmers.