Nutrilait

A brand managed by:
Saputo

Sponsorship Activation – Montreal Impact

March 2018

Challenge

Create a unifying, multi-year sponsorship platform for the unique partnership between Nutrilait and the Montreal Impact.

Solution

Nutrilait markets its product as real milk for real life. Extending this positioning to the Montreal Impact therefore felt like a natural fit. A number of communication and launch initiatives were developed for the campaign.

A new tagline, “Real milk for real life with the Impact” invited fans to immerse themselves in the daily lives of players. A promotional display and web banner campaign with star players Saphir Taïder, Evan Bush, Samuel Piette and Anthony Jackson-Hamel was developed for the occasion.

We also created a contest giving fans the chance to experience the real lives of players at an international game. In terms of branded content, we teamed up with our four star players to share their favourite smoothie recipes and give fans the chance to win a Vitamix blender.

In the activation phase, we were at each home game showcasing our promotional displays. We got fans to try the smoothies and gave spectators in the Family Corner the chance to learn more about the real lives of the players. We also sent a squad to the Family Corner to make sure visitors were comfortable and having a great time.

Results

The contest was the most popular in Nutrilait’s history.

More than 3,000 milk cartons were sold on Nutrilait’s promotional day—the sharpest increase in milk carton sales ever recorded at Saputo Stadium. 3,150 smoothie samples and over 7,000 accessories were distributed. Nearly 2,500,000 media impressions took place.