Case Study
The Keg
Why Not Tonight
This Canadian icon is the perfect place to celebrate everything… and nothing.
Case Study
Consumers believe milk products play an important role in health, but don’t automatically think of them as a source of protein. However, consuming protein is increasingly influencing their dietary choices. This was our opportunity to change this perception.
Today's consumers aspire to living active lives and feeling good about themselves at all times. They search for foods that can give them the strength and energy to do their many activities and enjoy life to the fullest.
The campaign concretely illustrates the benefits of consuming milk products. The executions are anchored in the realities of everyday life: outdoor activities, moments with family and friends, daily leisure time and hobbies.
Only five weeks after its launch, more than a third of Canadian adults have already seen the campaign, which is having a significant impact: exceeding norms for brand perception (up to +73%) and purchase intent of milk products (up to +60%.)
The campaign will be broadcast throughout English Canada across television, out-of-home advertising and web. The campaign also capitalizes on contextual activations through OOH and digital executions. In Quebec, the campaign is being rolled out through content integration in collaboration with Quebecor.
“We wanted to promote a heathy consumption of milk, cheese and yogurt, all the while being mindful of the fact that people live in the here and now, and have to be able to relate to the message.”
Art Director
