Campaign Description

The Dairy Farmers of Canada wanted to increase consumption of Canadian cheese and build people’s confidence in the product. TAXI’s strategy was to evolve Canadian cheese into a brand that speaks to Canadians on an emotional level.

A warm and friendly tone invites people to discover new cheeses and new ways to enjoy their old favourites. Mealtime ideas and solutions for entertaining were emphasized as ways to please family and friends. In order to provide the most complete web experience possible, recipes and cheeses seen on the campaign microsite could be further explored on the corporate website.

Whether on TV, in print or online, we wanted the message to be clear and heartfelt. For good times with your loved ones… all you need is cheese.

 View Microsite
 View Banners