Dairy Farmers of Canada (DFC) has chosen DDB Canada as its agency of record for all Canadian cheese mass advertising outside of Quebec.
The announcement was made Thursday and concludes a review that started in July.
Taxi had been handling the work since 2007 and Solange Heiss, DFC’s assistant director of communications, marketing and nutrition, said there were a “number of reasons for the switch,” but would not elaborate.
Heiss said DFC decided to go with DDB—which beat out five other agencies for the business—because of its clear understanding of the marketplace. “As usual, [the review] was a long process. DDB really understood what the market is for Canadian cheese. They were able to demonstrate that they can put some strategies forward to give us the visibility we need.”
DDB will handle all market development for the Canadian cheese category. The work will involve print, radio and television ads, as well as digital retail sponsorships in conjunction with Twist Image, the AOR for DFC’s web and digital applications.
“Canadians absolutely love their cheese,” said David Leonard, the agency’s national president and chief operating officer, in a statement. “But we need to entice them to bring home more varieties more often.”
DDB will work with the organization on its spring 2013 campaign already in development, but the first campaign created solely by DDB is expected in fall 2013.
Other agencies working with DFC include Attitude Marketing (marketing agency), Launch (retail/consumer activations), M2 Universal (media), Trillium Corporate Communications (public relations for English Canada) and Massy Forget Langlois (public relations for Quebec).
