With the rise of plant-based milk alternatives and growing environmental concerns amongst consumers, Quebec Milk Producers wanted to change Quebecers perception towards their greenest product: organic milk. Our goal was to showcase how the life cycle of organic milk is connected to nature to be top-of-mine for their next purchase.

Organic Milk: the Closest Alternative to Nature

Quebecers who affirmed that they believe Quebec Milk Producers care about nature
Quebecers who now understand the value behind the organic milk certification
Quebecers who mentioned that they would now be more inclined to purchase organic milk

Organic Milk Against Plant-Based Products

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!

A 100% Biodegradable Out-of-Home Strategy

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.

A campaign as Natural as the Message


Step 1

Our first step was to make sur our campaign was as natural and green as our message. Thus, we worked only with biodegradable materials to produce our posters: biodegradable paper, latex ink, and potato-based glue.

Step 2

Then, we had to reach our target audience: consumers with high standards in terms of environment impact and local products. We mapped out all the environments in Montreal that could be match with organic consumption: farmer’s markets, organic grocery stores, and self-service bike stands. We strategically placed our posters within a half-kilometer radius of these location, to maximise their visibility. To take our campaign to another level, we took advantage of The flowers weekend; the year’s biggest event at Montreal’s iconic farmer’s market, Marché Jean-Talon. We took over the entire market by advertising on impactful formats never used before. We also advertised on the ground by building a path made of chalk, leading the consumers to a branded stand where we gave them organic soil to grow their flowers, made from cow poop. Just another way to prove that the life cycle of organic milk is completely renewable.

Step 3

We also put our ads directly in the hands of the consumers by advertising on biodegradable coffee sleeves with integrated seeds that could be planted to grow plants.

Step 4

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 OOH campaign.

A succesful campaign

Prix Idéa
Integrated Campaign less than 250k
Prix Idéa

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