The past years have been marked by a significant increase in environmental concerns: popular gatherings to protest anti-climate political decisions, Greta Thunberg and other climate campaigners, and dramatic headlines, such as Man has already used up what the planet can generate in a year.
The result is an increase of organic, ecological, and local products on the marketplace, and dairy products are no exception. There are more and more plant-based milk alternatives which claim to be ‘’greener’’ than dairy milk, since they are less water consuming. This also means more, new competition between brands as there are new players trying to position their product as the best and greenest alternative to traditional milk.
To address those challenges, Quebec Milk Producers saw an opportunity to educate consumers on the life cycle of organic milk and prove that no alternative is as close to nature. Organic milk is an entirely local product, 100% natural, with a life cycle where nothing is lost, nothing is created, and everything is transformed. We had to get our message out there!
We put together an impressive, if atypical, poster campaign highlighting the life cycle of organic milk, using only biodegradable materials.
Our posters told the story of organic milk, from its natural production to how cow dung can be reused as compost. However, our message went further than words and images... We needed a medium that was just as green as the message we wanted to get across. As a result, all our posters were created using ecological, low-impact materials, making our ads as green as the milk they promoted.
To convey this message to Quebecers with a strong environmental conscience, we mapped all the places and environments in the city of Montreal that were linked to responsible eating and the environment. Our presence in grocery stores and public markets enabled us to be as close as possible to the moment of purchase. Our campaign was broadcast in over 170 locations, allowing us to maximize our reach and speak to the right people.
Finally, to reach as many Quebecers as possible, we deployed a social and video strategy that put forwards our organic messages. We built custom audiences of people who have an interest in organic food and environment and also retargeted people who were exposed to our display campaign.