Nutrinor is collaborating with branding agency Pigeon for the third consecutive year on a campaign that sees the Quebec-based dairy business transition to greener, carbon-neutral packaging.
The company has also committed to carbon offsetting the transport of its milk from the farm to the retailers.
Embodying Nutrinor’s mission of “changing the world one pint at a time,” the new milk packaging is made of unbleached cardboard that uses fewer raw materials, and which is sourced from forests managed in an “environmentally friendly manner.”
“This change in packaging and the ensuing communication reponds to a growing consumer concern. But first, it is an initiative that corresponds to our values as an organization. At Nutrinor Cooperative, it is our ambition to make Saguenay–Lac-Saint-Jean a leader in sustainable agriculture. Our carbon-neutral packaging is Nutrinor’s latest concrete action to improve its impact on society,” Francis Viau, marketing and innovation director at Nutrinor, said in a statement.
A campaign teaser was first revealed in Saguenay–Lac-Saint-Jean on billboards, and then on the digital bus stops network in Montreal. The campaign is deployed on display, on the Nutrinor truck fleet, on various digital and social platforms, on a dedicated web page, in-store POS, in newspapers, and through various content creation initiatives with influencers like Mitsou and Bob le chef.
Pigeon has also produced a vox pop with comedian Dominique Allard who meets Quebec citizens and truckers and interviews them about carbon neutrality and carbon offsetting.