Lait bio
Client
Les Producteurs de lait du Québec
Industry
Food
Know-how
Events
Challenge
What you should know
Les Producteurs de lait du Québec (PLQ) turned to Bob to find an activation opportunity to support their organic milk campaign, rolled out in summer 2024.
The main goal of this activation was to improve consumers’ understanding of the organic milk sector, strengthen alignment with the marketing campaign, and stimulate regional pride. Bob was also tasked with developing a creative concept, producing the activation, and managing the execution in the field.
Solution
What we did
To fulfil the PLQ’s mandate, Bob proposed deploying the activation at the NORR Festival, a major event that unites outdoor communities of nature and adventure enthusiasts whose values align closely with organic milk. The activation featured three key components:
1. The Rest Stop Lait bio: a place to get together and unwind, providing a natural and relaxing space for festivalgoers, decorated with wood, plants and crates of milk. Attendees were provided with organic yogurt snacks and invited to kick back on bean bags in a casual musical ambiance. A small garden of aromatic herbs added an organic touch to the space. We also partnered organic milk with yoga activities, associating wellness with healthy nutrition.
2. The Washing Station : we designed a customized wooden structure to improve the experience at the eco-friendly washing station, where festivalgoers were provided access to dish towels and drying racks. As well, camping tableware was available to rent, reinforcing the ecological values of organic milk and the event.
3. Meals with Organic Milk : meals prepared with organic milk products were served during the festival.
The activation aimed to create a natural link between the festivalgoers and organic milk, providing interactive and memorable experiences.
Résult
What we accomplished
By partnering with the NORR Festival, organic milk successfully reached an audience perfectly aligned with its values. The visibility was enhanced by a major partnership, with significant presence on site and in the festival’s official communications (signage, website, social media).
The dedicated space created strong interactions with festivalgoers, who adopted the booth as a gathering place over the event’s three days. The activities around the Washing Station and the meals bolstered the image of a local, organic and ecological product.
Connecting wellness with the great outdoors allowed us to anchor the brand in a natural setting while boosting regional pride.
In summary, the activation achieved its objectives by creating an authentic link between organic milk and the target audience, while improving consumer understanding and promoting the organic designation.
