How Humanity Authentically Represented Manitoba Dairy Farmers and Told Their Stories

Challenge

After completing a full rebrand for Dairy Farmers of Manitoba, Humanity needed to socialise this new brand with a campaign that authentically represented Manitoba dairy farmers and told their stories. 

Strategy

The campaign objective was to support the DFM rebrand by developing a creative platform that could be used for a five-year period beginning in 2022. Humanity's strategic approach to the campaign was to help bridge the gap between Manitoba’s dairy farmers and young Manitoba families, and to remind consumers that family and tradition is at the heart of local dairy farming. In essence the DFM brand and positioning needed to be brand new in an old-fashioned way.

Creative

Leveraging our strategic findings, Humanity created an authentic farmers-first campaign entitled ‘All from a good place’ that featured real Manitoba dairy farmers, and their families, sharing generational and day-to-day stories about dairy farming. The creative rationale being that if we kept it real, consumers could relate in an emotional way. The creative scope and timeline of this province-wide launch campaign has been extensive. Over the last year, Humanity has created summer and winter campaigns supported by creative deliverables that have included: TV and cinema, refreshed website, online video and digital social content, OOH and transit advertising, digital banners, radio, sponsorship events and brand activations across the province. Humanity has also created an employee campaign to help amplify and socialise the rebrand internally before the launch of the public facing campaign.