Page 15 - BCHNews-122023-Web

CHRISTMAS 2023  WC DAIRY NEWS 15
BC Dairy Association Bulletin Board
New campaign showcases how milk brings multicultural consumers together.
As part of BC Dairy’s strategy to increase consumption and positive sentiment for dairy products among the province’s largest and fastest growing ethnic segments, an 18-month marketing plan will target newly immigrated South Asian, Chinese, and Filipino Canadians.
Research conducted in January 2023 identified a key insight that South Asian, Chinese, and Filipino Canadians consumed less dairy than they did in their home countries. However, nearly 70 per cent of the groups we surveyed said they enjoy using dairy products in the special meals they prepare during the holidays which provides an opportunity for us to meaningfully connect with them as we support their cultures.
The campaign aims not to tell
Every sweet’s soulmate. Happy Diwali
people to use milk but to remind them of all the ways they already do. The idea is based on the research insight that new Canadians want to feel seen and are proud of their cultural traditions from back home. With this insight, the spots depict authentic and cultural moments to inspire familiar homestyle dishes that use local, Canadian dairy. The spot showcases a jug of Canadian milk poured and transformed into an array of ethnic dairy-inclusive dishes from dips to entrees, with
vibrant colours of the familiar foods and the people enjoying them, and music that is upbeat and feels culturally relevant. Finally, the spot closes its loop with a tall, cold glass of milk, picked up and enjoyed.
Over the next year, BC Dairy will continue to promote milk and dairy products around major ethnic holidays and events. For the South Asian market, the two holiday opportunities planned are Diwali, a South Asian fall festival also known as the festival of lights,
and Vaisakhi, an important spring harvest festival celebrated by Sikhs. The largest festivals among the Chinese community are the widely celebrated Lunar New Year, marking the start of the new year on the lunisolar calendar, and the Mid-Autumn festival, a fall harvest festival also known as the Mooncake festival. For the Filipino segment, summer months celebrate Filipino heritage and independence on varying dates. Summer festivals bring out Filipino communities en masse of which food is its main draw.
The campaign will be measured through Intensions Research with the aim to see a lift in positive sentiment towards dairy products for those who recall the campaign.
4-H British Columbia Reaches Urban Youth
BC Dairy is proud to return as a sponsor for 4-H British Columbia and help provide youth in our communities the opportunity to learn about agriculture. Discover Daycamps are a great way to engage urban youth in agricultural activities; the young campers in Surrey
and other locations across the province were given the opportunity to spend a day immersed in all things 4-H this summer. A big thank you to the staff and volunteers that made it possible, and cheers to the next generation getting excited about agriculture!
Summer Fair Fun
BC Dairy attended eight fairs this summer across the province, as part of the Dairy Education Experience with the goal of increasing positive sentiment around dairy for British Columbians. The newly designed dairy education booth reached almost 45,000 people at local fairs in the Fraser Valley, Interior, and on Vancouver Island. The exhibit included a branded BC Dairy truck, a giant interactive Jenga game, and tablets with trivia for the public to learn from and enjoy.
The display at the PNE was reimagined and attracted over 200,000 people over the course of the two weeks it was in operation! BC Dairy’s presence at the PNE included a 20’ x 30’ booth with a life-size fibreglass cow equipped with a milking unit for kids to learn how to milk a cow the modern way, two tablets featuring a trivia game, as well as three live dairy cows from a local producer farm for the public to engage with. Just outside the barn, BC Dairy, in partnership with Rocky Point Ice Cream, provided 25,000 ice cream samples for kids as prizing for the completion of the Kidz Discovery Farm.
It was a great season with the new fair displays and there was lots of enthusiasm and positive feedback from the public about dairy. BC Dairy plans to attend fairs in a similar capacity next year, with hopes to increase the reach of the exhibits that continue to promote positive sentiment for dairy in our communities.