Colouful Campaign from fairlife Canada Sees its Milk Fit in Every Lifestyle

fairlife launched in Canada in 2018. At the time it was a new type of value-added ultrafiltered milk that had functional benefits that regular milks didn’t have – less sugar, more protein, lactose free, and a delicious great taste. But with increased competition, the brand’s ambitious growth plans needed a strong locally driven brand platform that could connect to Canadians and engage consumers in both English and French markets. fairlife needed to build a new creative brand platform that could support specific product messaging, allow it to resonate with consumers across Canada and be more competitive as the brand faced new and intensified competition. 

To connect, fairlife needed to create intrigue and a desire to learn more, and to convert awareness into trial by showing them that fairlife enhanced their discerning lifestyle. To achieve this, the creative platform had to bring the product story to life in a highly tailored way that seamlessly integrated into their lives with messaging that reinforced that fairlife is a better milk option that was made for them with more of what they want and less of what they don't.

Working with the consumer insights, the creative platform started with the ideation of the campaign tagline: fairlife for your life and the transcreated version: fairlife fait pour vous for French speaking audiences. To further engage Quebec audiences, a large market for the brand, the campaign featured Bianca Gervais a well-known actor and cultural-icon in the province to give the work a Quebec-first feel. 

To help create brand and packaging recall in retail, the campaign's look and feel leveraged the deep saturated colours of the five fairlife products. Colour branding each ad helped give the campaign an unique and ownable style, unlike anything else in the ultrafiltered milk category.

Each ad featured ‘personalised’ consumer-focused moments underscored by humorous messaging that was inspired by people’s lifestyles and interests. The messaging shared the reasons to believe that fairlife was made for them and every moment in their life, even the unexpected funny ones. 

Additional personalisation came from using highly targeted and customised media to show how fairlife aligns with everyday lives and passions. English and French media for this national campaign included: TVC, online and social videos, contextualised digital out of home, contextualised transit and station domination, billboard, digital display ads, and Spotify sponsorship radio.