Dairy Farmers of Canada

Chinese Canadian Campaign

Attitude has created hundreds of retail programs for the DFC over the years. This specific example was particularly challenging. How to get Canadians of Chinese descent to integrate dairy into their cooking routine?

We conducted research and focus groups and it was clear that introducing General Tao au gratin was not a solution. Instead we worked on the marriage of traditional ingredients and milk products. Working with Chinese Canadian food personalities to create new ideas that did not pretend to be traditional meals, but featured the functional benefits of dairy.

English language and traditional Chinese media focused on the complementary role that dairy could play when combined with more traditional ingredients. In-store activities included cooking demos and take-home recipe ideas.

Project details

Project

Chinese Canadian Campaign

Client

Dairy Farmers of Canada

An Attitude client since 2007, Dairy Farmers of Canada is the voice of Canadian dairy farmers. Run for farmers by farmers, the DFC's mission is to educate, facilitate, mobilize and ensure the sustainable production of milk and the healthy consumption of Canadian dairy products.

Nos réalisations

instructif et inspirant