Dairy Farmers of Ontario – School of Moo.
Experiential Marketing
To drive greater mass appeal and cultural relevance
Reimagine the traditional Dairy Education Centre as a fully immersive, two-way experience
A vibrant, school-themed activation with a big personality
School of Moo was a big hit with parents, teachers, and, most importantly, students
Challenge
Make Dairy Education Farm Fresh
Dairy Farmers of Ontario had been running great educational activations across the province for years. Being forward thinkers, they saw an opportunity to drive greater mass appeal and cultural relevance. So, they decided to put the old program out to pasture and make an engaging update.
Strategy
Edutainment That Moo-ves You
We set out to create something playful, memorable, and rooted in intuitive storytelling. Our approach: Reimagine the traditional Dairy Education Centre as a fully immersive, two-way experience — one where students could learn by doing, not just listening.
Solution
School of Moo Experiential Activation
We turned the Dairy Education Centre into the School of Moo, a vibrant, school-themed activation with a big personality. Kids were guided by “edu-moo-cators,” completed worksheets and activities, and posed with photo-worthy props. At the end, they earned an official diploma complete with a graduation photo opp.
The Proof
Blue Ribbon Results
School of Moo was a big hit with parents, teachers, and, most importantly, students. Launched at The Royal Agricultural Winter Fair, the activation saw an increase in foot traffic from previous years, and 68% of people said they would be more likely to consume dairy after visiting. Now, that’s something to have a cow about.
4.1/5
RATING FOR FUN
4.0/5
RATING FOR EDUCATIONAL VALUE
- Program branding & materials
- Event ideation & production
- Turnkey event & technology management
- Vendor & production management
- Audience engagement tactics
- In-field build logistics & management
- Staffing solutions, recruiting & training
- Measurement & analytics
- Detailed reporting
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