Canada Royal Milk Captures Real Families in Latest Product Spot

FUSE Create shares its latest spot produced for Canada Royal Milk to support their Niuriss product launch – the first product launch from the company. FUSE Create has been working with the client for almost a year in promoting their baby formula, Niruiss, made entirely in Canada. This campaign, 'Why we do it' is the first campaign in market. The formula is made with real Canadian milk, so the spot was too, with real families from across Canada.

Cristina Markham, Associate Creative Director at FUSE Create said, "This launch campaign introduced Niuriss formula to a national audience. FUSE was involved from the very earliest stages through to the launch; we developed the strategic positioning, established the look and feel for all brand work, and created the launch campaign. The brief was to establish the brand look, feel and voice for a go-to-market campaign to create awareness and support the introduction of Niuriss, a new and – as of the time of our briefing -  unknown brand of infant formula. As a new entrant in a highly competitive and trust-centric market, our goal was to build awareness and consumer trust in Niuriss, and distinguish ourselves from the other players in the space. To do that, we leaned into our key differentiator – the only formula made in Canada, from Canadian milk – from both a quality standpoint, and an emotional one.

"This spot not only celebrates each family’s right to parent their child in the ways that work for their family, but taps into a universal truth of parenting; our babies won’t form memories for the first few years of their lives, which means so much of the time, effort, and love we pour into them won’t be remembered by the very people we do it for. But we don’t do it because they’ll remember it; we do it becomes a part of who they are, and a part of us, too."

The spot is for Connected TV and Online video, with a national media buy behind it (English and French) and is part of a fully integrated comms plan.