DFC’s cheeseman marks crackers, pizzas downtown

A 3D billboard in Toronto targets the imaginations of moms on the go, while a more subtle, online content integration schools fine-cheese amateurs in this dichotomous Dairy Farmers of Canada campaign.

The Dairy Farmers of Canada (DFC) wants to capture the imagination of busy moms with a series of new outdoor and TV ads that are part of the new "All You Need is Cheese " campaign running this month through the spring, with another leg kicking off in the fall.

With creative arranged by Taxi in Montreal and media handled by M2 Universal, eye-catching OOH billboards were unveiled earlier this month including a 3D "cheeseman" cutting into a pizza on Bloor and Parliament streets in Toronto, and a cheese strongman lifting a giant cracker at a bus shelter on Yonge and Front streets. The campaign also includes a print buy in Canadian Living and Today’s Parent , as well as 30- and 15-second TV spots running on specialty and conventional channels through June.

"It’s a little bit like the fantastic universe of a child, while positioning Canadian cheese as a favourite [comfort] food," says Solange Heiss, assistant director, marketing and nutrition communications at Montreal-based DFC. "We’re targeting mums [aged 25 to 54] so that they can transform an everyday meal with just a little bit of extra cheese, into something that can let kids’ imaginations just go," Heiss says.

The other target for DFC’s two-pronged campaign is the fine-cheese amateur, she adds; the casual dinner party host who can find out more about gouda or provolone on the DFC microsite. The drive-to-web components include ads in Vancouver Magazine , Toronto Life , and Canadian House and Home , as well as online ads and recipe content integration on HouseandHome.com and NatalieMacLean.com .

"We want to demonstrate how cheese can bring everyday creativity and fun into the household because cheese is versatile, nutritional, comforting," says Heiss.