The recipe for reinvention

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Title

The recipe for reinvention

Advertiser:

Les producteurs du lait du Québec/Quebec Milk Producers

Year:

2017

Source:

Strategyonline.ca

Product Category:

Beverage, Food

OOH Format:

Spectacular and poster

Country:

Canada

Objective:

Slow the erosion of white milk sales by reinforcing the perception that milk has nutritional and healthy benefits

Target Group:

Quebecers

Strategy and Media Used:

For OOH and print, 16 executions were created representing milk’s 16 nutriments. A glass of milk was placed at the centre of each illustration, linking all of the campaign artwork. TV creative celebrated the performance of athletes suggesting that milk may have played a part in their achievements. The idea was to show that milk possesses superpowers.

Results:

Consideration and Purchase intent saw positive results. One out of two consumers said the campaign made them want to drink more milk, while three out of 10 non-drinkers said the same thing.