FOR IMMEDIATE RELEASE

Date: February 13, 2017

Location: Toronto

Dairy Farmers of Canada Encourages You To Pour A Tall Cold One

New campaign portrays milk as being desired and craved in an unexpected light

Today, Dairy Farmers of Canada (DFC) launches a refreshing new campaign that encourages
consumers to grab a cold glass of Canadian quality milk and take a sip. The new campaign is part
of a communications strategy to halt the decline of milk sales, by embracing the true consumer and
their perception that milk is just milk.

Men are most likely to pour themselves a glass of milk at lunch, dinner or as a snack, says
Sbastien Bergeron, assistant director, Marketing, Dairy Farmers of Canada. They already know all
there is to know about milk, so we needed to take a different approach. To drive consumption, we
crafted a story that is self-aware, unexpected and gives men permission to drink milk more often.

Developed by DDB Canadas Toronto office, the integrated campaign Pour A Tall Cold One
parodies the sometimes over-the-top approach of beer advertising without taking itself too
seriously. Leveraging some of the age-old traditional beer formats, the English-only campaign
includes the 30-second TV spot Hockey which takes milk into the mountains and the 15-second
online video Pour which dramatizes the pour. The campaign will also include preroll and social
videos; homepage takeovers; out of home advertising, including high impact transit shelter
advertising and a 3D billboard; and a paid influencer program coordinated by DDB Public Relations.

Our target enjoys drinking milk for what it is a delicious drink to be enjoyed anywhere, anytime,
says Paul Wallace, executive creative director, DDB Canada Toronto. We arent trying to persuade
them to like something they already love, were just reminding them that milk is refreshing.

The first flight of the campaign launched on February 13, 2017 and will continue in various markets
across Canada for 13 weeks, with Initiative responsible for targeted media buying and planning.
The campaigns second flight launches later this summer.

About Dairy Farmers of Canada

Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization defending the interests
of Canadian dairy farmers and striving to create favourable conditions for the Canadian dairy
industry. Working within supply management, DFC promotes safe, high quality, sustainable, and
nutritious Canadian dairy products made from 100% Canadian milk through various marketing,
nutrition, policy, and lobbying initiatives. Driven by a strong sense of community and pride, DFC and
Canadian dairy farmers actively support a number of local and national initiatives. Visit

1600 777 Hornby Street, Vancouver BC V5L4Y8 T 604.687.7911 F 604.6404343 www.ddbcanada.com

dairyfarmers.ca for more information.

About DDB Canada

DDB Canada is the most creatively acclaimed, internationally recognized marketing communications
agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine
and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that
generates significant results for clients, DDB Canada is a "total communications company" whose
fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices
in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines
include: public relations, event management, digital, social, mobile, branding, design, direct
response, CRM and shopper marketing.

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For more information or interviews, please contact:

PM Rendon
Account Manager, DDB Public Relations
416.972.7784
paul-mark.rendon@can.ddbpr.com