Dairy Farmers of Canada (DFC) are committed to communicate its goals of carbon neutrality by 2050 by highlighting some of the sustainable practices it adopts such as on-farm manure composting.
To highlight DFC’s environmental efforts with young millennials (24 – 49 years old) who love dairy products but have questions about the industry, Maison Made in was mandated to lead an influencer campaign. The goal was to highlight DFC’s initiatives in promoting farm composting through the voice of chefs from across the country.
@andyseastcoastkitchen How are you reducing your environmental impact? @dairyfarmersofcanada
In order to embody the campaign messages and ensure that they resonate with the target, Made in has developed a strategy highlighting chefs who are very active and popular on TikTok and Instagram. Through their content, they explained to their audience, what their composting practices were, on a personal level or even in their restaurant.
Among the five renowned chefs recruited across the country, Made in made sure to reach the Canadian target on both social platforms TikTok and Instagram. Among these chefs, @chefmichaelsmith known for his roles as a host in multiple shows such as The Inn Chef, participated in this campaign. Moreover, @lesvovans, known for his Quebec-Vietnamese mix, have also created content as part of this project.
@onclevov Poutine à la viet en collaboration avec les Producteurs laitiers du Canada qui adoptent depuis longtemps des pratiques agricoles durables @dfc_plc #icipourdemain #laitcanadiendequalité #producteurslaitiersducanada #carboneutres2050 #composting #cooking #poutine #asianfood #canadiancheese #lesvovans #pourtoi #fyp #comfortfood #bbq #Inverted
The chefs were able to convey key messages of the campaign, while each of them bringing a personal touch. with details on their personal ways of composting. The approach was fluid and authentic, in order to bring a credible and sincere image to the partnership.
The campaign was deployed on Tiktok and Instagram, through varied content in terms of formats, quality and type of content. 12 pieces of content were posted, including Stories, Reels and TikTok videos.
The campaign resonated well with audiences as they generated a lot of very positive comments. It also shows us that the selection of content creators corresponded perfectly to the goal of the campaign, since their audience was active and engaging. We therefore observe that the environmental efforts of Dairy Farmers of Canada have been well received by the communities and that the key messages have been transmitted to the appropriate audience.
The presence on both social media platforms was amplified through a media strategy in order to achieve f coverage and impressions objectives via TikTok and Meta ads.
