2024 Winner

CASE SUMMARY

Nutrinor has undergone a significant rebranding of its dairy products. The new platform, designed to reinforce the brand's sustainable and authentic values, represents a step forward in its commitment to change the world one pint at a time. As part of this initiative, Nutrinor has become the first dairy cooperative in Quebec to adopt greener, carbon-neutral packaging — a bold move from traditional white to brown packaging
for milk.

The objectives were to effectively communicate the brand's commitment to sustainability, enhance product appeal, gain distribution, and at least maintain
market shares.

Recognizing that consumers seek brands that facilitate sustainable choices, they used this insight to make the new carbon-neutral packaging both distinctive and relevant. The goal was for consumers to easily choose Nutrinor’s milk as a conscious contribution to planetary health.

The analysis of the competition, global best practices, and secondary research indicated that while many brands talk about nominal changes, few take substantial actions. Despite its apparent simplicity, they found that the majority of consumers do not fully grasp the concept of carbon neutrality.

Nutrinor's shift to carbon-neutral packaging and carbon offsets are not isolated efforts but part of a broader, lasting initiative. These actions align with the Nutrinor Sustainable Agricultural Pact (PADN), a plan uniting members committed to transitioning to sustainable farming. With Nutrinor's products already being local, traceable, now in carbon-neutral packaging, and offsetting delivery truck emissions, they had a powerful story to tell, albeit with limited packaging space.

With much information to convey, they utilized iconography and storytelling on the side and top panels of the pint. Simple messaging was employed for quick comprehension and visual appeal.

They embraced the unbleached cardboard color, making it a central visual element, contrasted with other design aspects. The tone remained fun and friendly, differentiating the brand while making key messages accessible.

In the first 8 weeks post-launch, Nutrinor’s organic milk sales increased by 14%, with a market share gain of 7 points, marking a considerable achievement in a stagnant category. This success propelled Nutrinor from the third to the second position in the organic segment. The market response was impressive, with regional and local media highlighting the brand's sustainability attributes.

Nutrinor's milk line achieved significant distribution gains, both in wellness-focused retailers and major grocery chains, underscoring the viability of sustainable products even in an inflationary market.

Credits

Client: Nutrinor Cooperative
Vice President, Marketing: Kelly Shipway
Marketing & Innovation Director: Francis Viau
Agency:
Client Services: Johanne Mathieu, Bethsabee Merran
VP Strategy: Stéphane Crevier
Creative Director: Olivier Chevillot
Art Director: Josianne Pelletier
Graphic Designer: Josianne Pelletier
Photography: Marie-Ève Grégoire
Production: Jean Mathieu Vincent, Mario Collin, Peter Pigeon, Violaine Ducharme
Illustration: Maxime Prévost