INVESTIGATE
The Dairy Farmers of Canada (DFC) oversees the national lobbying, policy-making, and dairy product promotion for all dairy producers in Canada. The challenge was to increase cheese sales by 2% in the Vancouver region. Our target was moms with children under the age of 18.

INSIGHT
While Vancouver moms share many characteristics with average Canadian moms, a key difference is their leisure-time focus on outdoor activity and sports. We learned that, towards the end of the summer holidays, the kids were getting bored and these moms were looking for fun things to keep them occupied.

IDEA
Rather than undertake a traditional promotion, we created an event that brought the "sport" of cheese rolling to North America for the first time ever.

IMPACT
For the month after the festival, cheese sales in BC increased by 2%, while cheese sales nationally (in other provinces) decreased by 2.4%.