Dairy Farmers of Canada, Experiential

Dairy Farmers of Canada, Experiential

An oldie, but a goodie. The Dairy Farmers of Canada asked us to do a small promotion to help flagging sales of Canadian cheese. They were probably thinking jazzed up supermarket tasting sessions. Instead, we convinced them to sign off on a huge Cheese Rolling Festival in Whistler, BC. A one-day event (that went on to become an annual tradition for eight years), where contestants literally risked injury chasing a speeding wheel of cheese down a mountain side. Year-on-year, the crowds and sales of Canadian cheese grew.

Here’s a video of the first, epic year. And some cheesy TSAs.

The campaign made the Cannes Lions Activation shortlist.