Changing the World, One Pint at a Time
Founded in 1949, Nutrinor Co-op was a regional favourite in Saguenay–Lac-Saint-Jean but lacked recognition in the rest of Quebec. Despite its leadership in sustainable agriculture, Nutrinor struggled to communicate its values and unique selling points in a stagnant dairy category. In 2022, the brand took a bold step, becoming the first Quebec milk brand to launch carbon-neutral packaging – transitioning from traditional white cartons to unbleached brown ones.
We built a new brand ecosystem around Nutrinor’s unique attributes: provenance, traceability, human authenticity, and sustainable agriculture. This storytelling extended to a communication platform that consistently highlighted how Nutrinor is “changing the world, one pint at a time.”
A 360-campaign emphasized the innovative carbon-neutral packaging, featuring a cardboard-centric creative universe. Deployed in three phases across digital, social, OOH, radio, and content collaborations, the campaign showcased Nutrinor’s leadership in sustainability versus competitors’ aspirations.
The campaign drove increased distribution, sales, and market share, propelling Nutrinor to #2 in the organic segment and strengthening consumer sentiment for its commitment to sustainability.
