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 forward a massive, yet atypical, OOH campaign showcasing the life cycle of organic milk, only using biodegradable materials.
While our posters were telling the story of organic milk, from its natural production to how cow poop can by reuse as compost, but our message ran deeper than words and images. A green message should be distributed using an equally green medium. Thus, all our posters were made with ecological and impact-free materials, making our ads as green as the milk they promoted.
To bring that message to the Quebecers who have a strong environmental consciousness, we mapped out all the places and environments in the city of Montreal that were related to food and the environment. Our presence in grocery stores and public markets has enabled us to be as close as possible to the moment of purchase, and therefore to be top-of-mind for consumers. Our campaign was distributed in more than 170 locations, enabling us to maximize our reach and to speak to the right people.