The Organic Milk Rest Stop at the 2025 NORR Festival
Client
Les Producteurs de lait du Québec
Industry
Food
Know-how
Events
Challenge
What you should know
Building on the success of the 2024 edition, Les Producteurs de lait du Québec (PLQ) entrusted Bob to design, for the second consecutive year, the Organic Milk Rest Stop activation at the NORR Festival, Canada’s largest outdoor gathering.
In line with the festival’s mission to make the outdoors accessible to all and encourage a healthy and sustainable lifestyle, the PLQ wanted to strengthen organic milk’s presence at the festival by providing visitors with a meaningful experience, in harmony with its values of well-being, respect for nature, and responsible consumption.
Solution
What we did
The idea: an enriched and more engaging rest stop.
For this second edition, Bob strengthened and enhanced the Organic Milk Rest Stop, evolving the concept beyond a simple place to take a break. In addition to the space’s welcoming and photogenic nature, it now offered:
– Engaging content with an interactive conference (“Organic farming: beyond the label”) led by Laima A. Gérald and Michèle Lalancette, President of the Quebec Organic Milk Producers Union, which educated and actively engaged with the audience.
– A more comprehensive gourmet experience, showcasing new local products, including local cheeses, which were very popular.
– Greater alignment with the festival’s spirit, while reinforcing the brand’s relevance at the event through tangible messaging and actions, such as an eco-friendly dishwashing station, yoga activities, and a relaxation area with beanbag chairs and blankets.
This evolution enabled organic milk to establish itself as a brand that is authentically aligned with the spirit of the outdoors and to deepen the connection between producers and consumers.
Result
What we accomplished
The Organic Milk Rest Stop stood out as a welcoming and attractive meeting place that attendees enjoyed thanks to its design and friendly atmosphere.
Organic milk’s presence at the NORR Festival proved to be particularly relevant, allowing the brand to strengthen its ties with more than 1,000 festivalgoers and create special opportunities for producers and consumers to meet.
The integration strengthened organic milk’s positioning as a brand that is close to people, meaningful and aligned with outdoor values.
An experience created by Bob, where nature, well-being and local pride all came together.
