All Projects | Case Study: the Dairy Farmers of Canada
Since 2008 the event has grown steadily into its fifth year. The 2012 event attracted over 13,000 attendees, 137 racers, and the Dairy Farmers were able to sample and sell cheeses to an appreciative, captive audience. The 2012 Canadian Cheese Rolling Festival PR campaign resulted in 45,403,230 media impressions and a total of 665 media stories as reported by the Dairy Farmers of Canada.
In its fifth year, the Annual Cheese Rolling Festival was held during the popular Crankworx Whistler mountain bike festival to attract the thousands of families, extreme sports enthusiasts and spectators that flock to the region. The centuries old tradition of Cheese Rolling is the spectacle, but smak engaged the target market and educated them about 100% Canadian cheese by hosting a farmers market, cheese seminar, and numerous children’s activities.
To increase cheese sales in BC, the Dairy Farmers of Canada recognized that they had to educate families about Canadian cheeses. TAXI and smak were approached to dream up an engaging and memorable way to deliver their message and achieve their objectives.
To launch Power Smart Month, BC Hydro engaged smak to develop and execute a campaign idea that would drive awareness as well as behavioral changes to promote energy efficiency.
To create a moving float that would host a wedding ceremony for a New York couple during Toronto’s Pride Parade.
To increase cheese sales in BC, the Dairy Farmers of Canada recognized that they had to educate families about Canadian cheeses. TAXI and smak were approached to dream up an engaging and memorable way to deliver their message and achieve their objectives.
