Nutrinor’s Carbon-Neutral Packaging Is Changing the World One Pint of Milk at a Time
For a third consecutive year, PIGEON is collaborating with Nutrinor for this new 360 campaign which continues to anchor the brand in its sustainable and authentic values.
In addition to the commitment demonstrated by Nutrinor during its traceability campaign with its milk from sustainable agriculture, Nutrinor is now the first dairy cooperative in Quebec to switch to greener, carbon-neutral packaging. And to go even further, Nutrinor is now committed to carbon offsetting the transport of its milk from the farm to the retailers.
The identity platform has been optimised on the new carbon-neutral milk pint, made of unbleached cardboard that uses fewer raw materials, and which is sourced from forests managed in an environmentally friendly manner. A 360 campaign expresses and popularise the new messages.
This campaign features a fully cardboard animated universe that shows the transition to the new brown packaging, all articulated against a clear blue sky, representing the aura of a cleaner planet. The signature 'We’re changing the world one pint at a time' embodies Nutrinor’s mission. Milk is a vital part of the daily lives of millions of families, it is important for Nutrinor to seize this opportunity and make a lasting difference. Each one of the small steps put together makes it possible to offer now quality northern milk that not only has a fresh and pure taste, but is also the product of sustainable farming, comes in carbon-neutral containers, and is delivered to your retailer using carbon-offset transportation.
“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 organisation. 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,” says Francis Viau, marketing and innovation director at Nutrinor.
“Since the very beginning of our collaboration with Nutrinor three years ago, what we’ve always felt is that they are convinced AND convincing! It is this clear vision that we wanted to translate into our various messages following the typical Nutrinor brand tone. This forward-thinking cooperative shows that they do things their own way proves it once again with this new initiative by taking concrete action right now,” says Jean-François Béliveau, creative director at PIGEON.
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 star influencers like Mitsou and Bob le chef. Moreover, this is the very first carbon-compensated influencer campaign. 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.
