Dairy Farmers of Manitoba and Humanity take a farmers-first, human approach to the DFM rebrand and advertising campaign “All from a good place” - DFM

Dairy Farmers of Manitoba and Humanity take a farmers-first, human approach to the DFM rebrand and advertising campaign “All from a good place”

October 4, 2022—Winnipeg, Manitoba

Dairy Farmers of Manitoba (DFM) – the voice of dairy farmers in the province for almost 50 years – launched a creative campaign “All from a good place” as well as its first rebrand in almost two decades. In partnership with advertising agency Humanity, DFM knew it was time to take a fresh, human look at the brand’s purpose and positioning.

“Working closely with DFM on this multi-year platform, we wanted to tap into the human side of the brand in every way,” said Carolyn Shaw, President, Chief Creative Officer at Humanity. “Our intent was to capture the authentic and relatable farmer stories rooted in the pride that Manitobans feel about the place they call home. A farmers-first approach means people will be seeing a real face and hearing the passion when farmers of all ages talk about life on the farm. It’s what drives them to do what they do every day and how everything they do is all from a good place.”

Led by Humanity, the rebranding and advertising campaign is the culmination of a two-year partnership that started with the agency’s proprietary Brand Purpose methodology and an extensive strategy phase engaging farmers, industry stakeholders, employees, and consumers.

“We wanted to connect to Manitobans on a deeper, more human level. So, we needed to tell the story of how much dairy farmers care about what they do and the communities they serve.” said Teresa Ciccarelli, Senior Manager, Corporate Communications and Marketing at DFM. “These are family-run farms, many of whom have been here for generations. We are sharing the stories of farmers caring about the quality of the milk, sustainability on the farm, and the wellbeing of the cows.”

“Taking a Brand Purpose approach to the work helped us really get into the hearts and minds of DFM and their communities. The insight from the strategy sessions was the deep multi-generational connection to the farms and the land they’re on. That was essential and informed every phase of the project. It guided the development of DFM’s new purpose-driven ‘All from a good place’ creative platform, ” said Ryan Hughes, VP, Head of Strategy at Humanity.

The campaign is in market across Manitoba and includes TV, cinema, social, digital, radio, OOH, print and transit, and a rebranded website.



About Dairy Farmers of Manitoba

Established in 1974, Dairy Farmers of Manitoba (DFM) is a non-profit organization financed by all dairy farmers in the province. DFM represents the best interests of all Manitoba dairy farmers at the provincial and national level and supports them in their work to produce milk according to the highest standards of quality. Working together, we are committed to building vibrant communities and supporting future generations.

To learn more visit dairyfarmersmb.ca

About Humanity

Humanity is an independent, full-service advertising agency that specializes in brand focused strategy, design and creative. Guided by the principle that “Together we are one” , Humanity believes that better brand purpose starts with a better understanding of a brand’s community. To accomplish this, Humanity takes a behavioural science approach to helping their Partners find human-centric solutions. Solutions that give brands and organizations the permission to play brave, bold and more meaningful roles in peoples’ lives.

To learn more visit www.humanityagency.com or for media inquiries contact, Rick Byun ([email protected])



Dairy Farmers of Manitoba

Senior Manager, Corporate Communications + Marketing: Teresa Ciccarelli
Marketing + Communications Coordinator: Samantha Sommerfield
Executive Assistant: Carla Chevalier


President + CCO: Carolyn Shaw
VP, ECD: Bryan Hobson
VP, Head of Strategy: Ryan Hughes
VP, Client Relationships: Naomi Olsen
Senior Copywriter: Sarah Loranger-Smith
Senior Art Director: Rita D’Ettore-Berton
Copywriter: Shairina Brown
Senior Designer: Taylor Hunt
Senior Designer: Roberto Russian
Senior Designer: Bernadette Funk
Account Supervisor: Nicole Marcey
Project Management: Chantelle Buffie
Creative Production: Gillian Parr

Video and photography

Mast Creative


Media 2 Go and MiQ


Pace Creative