Carboneutral packaging and campaign

Founded in 1949 and highly popular in its small Saguenay–Lac-Saint-Jean (SLSJ) home region, Nutrinor Co-op was little-known in the rest of Quebec. Advocating sustainable agriculture of a unique kind, its leadership had made a pledge to becoming a pioneer and a leader in sustainability in Canada.

Having invested little in its brand image and communication, the coop struggled to make its business philosophy, values and the added value of its products understood and known. In a category that has not experienced significant growth for years and where Nutrinor is a relatively small player, we undertook an exercise of encapsulating the mission in Nutrinor’s corporate strategy and cascaded it to their core line-ups, including the dairy segment. We rebranded and made Nutrinor the most human and authentic brand. We started communicating on its strategic pillars and USP, which led to achieving great results on core metrics. In 2022, to bring the brand values even more to life, Nutrinor decided to go a step further by investing in a carbon-neutral packaging, a first for a milk brand in Quebec. A big risk, going from a white packaging to a brown one, for milk! We had to let everyone know about it.

With the new brand ecosystem breaking the conventions of milk by relying precisely on what sets it apart, focusing on its provenance, its traceability, its human approach and authenticity, and its sustainable agriculture, we evolved the brand storytelling to a communication platform, ensuring the consistency of the message. To maximize budgets, the campaign was deployed in 3 phases on various digital and social platforms, OOH, radio, and through various content creation initiatives with the common thread of highlighting how the brand is “changing the world, one pint at the time”.

The next evolution of brand communications to further engrain the brand values of sustainability involved their new carbon-neutral milk pint. The substrate is made of unbleached cardboard that uses fewer raw materials and is sourced from forests managed in an environmentally friendly manner. As such, we created a 360-campaign featuring a fully cardboard-presenting universe that capitalizes on what the brand is doing today vs its competitors talking about what they are leaning towards.

The Nutrinor product line not only gained in distribution but saw a significant increase in sales, market shares, and propelled it to become #2 in the organic segment. It also resulted in strong and positive consumer sentiment for the brand.