Local Cheese?

Ontario's newest series of subway ads appear to be ineffective to me. This ad in particular tells us that Ontario produces 75 variety of cheese. Aside from the poorly chosen typeface (difficult to read, and so close to the trim), The way the ad functions is poor as well. Reading the headline first is not a logical solution. If the image was on the left it would clearly be a more effective ad, because I am reading the poster from left to right. The functionality seems limited and could have been rendered a lot better. Other than that, the issue is a very important to address (not the variety of cheese) but to encourage the Ontario consumer to purchase groceries closer to home.