Dairy review wraps up

Dairy Producers Co-operative of Regina has concluded an agency review in preparation for an upcoming ad campaign in support of Sealtest brand fluid milk products.Wendy Kelly, public affairs co-ordinator for Dairy Producers, confirms the review has been completed, but declines to...

Dairy Producers Co-operative of Regina has concluded an agency review in preparation for an upcoming ad campaign in support of Sealtest brand fluid milk products.

Wendy Kelly, public affairs co-ordinator for Dairy Producers, confirms the review has been completed, but declines to release the name of the winning agency.

On Dec. 17, Dairy Producers, one of the largest dairy processers in Western Canada, acquired the licensing rights for Sealtest brand fluid milk sold in Saskatchewan, Manitoba and parts of northwestern Ontario.

Dairy Producers acquired the rights from Etobicoke, Ont.-based Ault Foods, which holds exclusive Canadian rights to the Sealtest name.

Concurrently, Dairy Producers acquired the right to make a range of Ault dairy foods, including Light n’ Lively and Muppets brands, in the same territory.

As well, the western dairy will have the exclusive rights to market and, in some cases, make Ault frozen foods in the region.

According to Kelly, the Sealtest name is well-known to Manitoba consumers, but it has not been marketed as vigorously as it might be.

Kelly says Dairy Producer’s future strategy is to throw its marketing muscle behind the Sealtest brand, beginning with the upcoming campaign.

She adds that, as part of its fluid milk strategy, the company will phase out the Manco brand it picked up several years ago when it bought Manco Foods. PA