Memorable new campaign connecting milk, real Millennial dairy farmers and a fun-loving Santa

OTTAWA - Dairy Farmers of Canada (DFC) today launched a new holiday-themed digital ad campaign that uses humour to address some of the common misconceptions about milk and dairy farming practices, with our dairy farmers in the starring role.

 

The campaign videos for Both Sides of the Glass feature Santa as the naïve, fun-loving talk-show host, with his guests – real millennial dairy farmers – as the comedic foil. Through this campaign, DFC helps the target audience, Millennials, better understand how dairy farmers are committed to producing high quality milk, adopting innovative practices and caring for the health of their animals.

 

"The humorous and engaging segments in our newest campaign Both Sides of the Glass highlight the hard work and care that epitomizes the dedication of Canadian dairy farmers," said Pamela Nalewajek, Vice President, Marketing, DFC. "We use a light comedic tone to convey relevant messaging about innovation, animal health, milk quality and the dedication of Canadian dairy farmers in a way that will resonate with Millennials."

 

The campaign is the second of two holiday-themed campaigns to launch this December linking milk and dairy farming with the magic of Christmas. The other, Santa Surprise, celebrates the enduring tradition of leaving out a glass of milk for Santa on Christmas Eve.

 

Both campaigns help consumers understand that in choosing products marked with DFC's blue cow logo, they are buying high-quality dairy products made with care by Canadian dairy farmers.

 

Both Sides of the Glass launches on December 9th with national digital placements targeted to Millennials. Campaign placements will include online videos, social media, web ads and cinemas in Quebec and will run until December 29th.

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.