Times, They Are A-Changin’
Pamela Accetta Smith
Rapping dairy farmers? Skateboarding dairy farmers? What? I never thought I’d see the day…
I have now been exposed to some of the funniest milk promotions yet, which DF’s editor shared with me after stumbling across them online. Boy, the dairy industry sure has changed.
Dairy Farmers of Canada-Ontario in January launched a new television commercial featuring a group of skateboarding farmers hitting the half pipe, jumping over cows and performing other skater moves around an Ontario dairy farm. The spots build on the success of last year’s popular “Hip Hop Farmer” spot featuring rapping farmers and hip-hop dancers. According to information posted by the CNW Group, a leading Canadian online news source, the commercial once again brought youth and urban culture to the farm.
“The feedback we received on the Hip Hop Farmer ad was tremendous. Our research showed that four out of five teens recalled last year’s ad when prompted,” Roberta Jessup-Ramsay, director of marketing at Dairy Farmers of Canada-Ontario, says on the CNW Group Web site. “We hit teens’ funny bones, and we want to continue to do that with the new Skater commercial.”
The ad was created by BBDO Toronto and produced by The Directors Film Co. The TV spot aired in 30- and 60-second versions across Ontario between January and April; the 60-second version also played in movie theatres across Ontario for four weeks starting in February.
Dairy Farmers of Canada-Ontario, which promotes milk and cream in that province, is owned, operated and financed by Canadian dairy producers. For further information contact Will Lamont, Trillium Corporate Communications Inc., at (416) 322-3030.
And speaking of change in our industry: From farmer to processor, from supplier to association leader, women are continuing to make their mark in a business historically dominated by men. To women like Connie Tipton, Miriam Erickson Brown, Dolores Gossner Wheeler and Sharon Lobel, we tip our hats!
We’re planning a feature article on women who are making important contributions to the world of dairy. Please e-mail me at firstname.lastname@example.org to share your stories about what it’s like to move in male-dominated industry circles.
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