Les Producteurs de lait du Québec
Client
Les Producteurs de lait du Québec
Industry
Food
Know-how
Events
Challenge
What you should know
Les Producteurs de lait du Québec, a key Vélo Québec partner for many years, mandated Bob for their expertise in order to reinforce the new positioning of the event’s flagship product: chocolate milk. The agency was asked to take charge of all activations for the Tour la Nuit and Tour de l’Île.
The team at Bob put together an experience to show that chocolate is the perfect way to highlight the effort and accomplishments of participants. All along the route, the brand interacted with and encouraged participants via concept-driven signage. “You deserve it” spaces were created in parks, with Bob agents on hand to distribute milk cartons and ensure participants were comfortable. A photo area—complete with balloon arch and a motivational squad—was also set up along the route so cyclists could have their official event photo taken to capture their experience.
