Dairy Farmers of Canada has put the creative assignment for the cheese portion of its $10-million business into review.

While the results of the latest cheese television campaign were positive, Yvan Garceau, director of marketing, says it ‘did not succeed in gaining the total support of the [Dairy Farmers] promotion committee in view of the challenges facing the dairy industry in the coming years.’

Garceau says bcp, of Montreal, the agency that has been handling the account, will pitch against two or three other agencies for the cheese business.

A new campaign is expected to be on-air by mid-October.

bcp retains Dairy Farmers butter, logo and agency of record assignments.