A new Lactantia PurFiltre campaign is based arund the brand’s promise of “Fresher, Purer, Creamier Tasting Milk Everyday.”
The promotion, called “Share Your Promise,” launched last week on Facebook and was developed by Solutions With Impact, Lactantia’s promotion agency.
The goal was to create a program that tied Lactantia’s brand promise back to the community, said Shawn Moscoe, vice-president of Solutions with Impact.
The “Share Your Promise” contest gets Canadians to share articles, images or videos that describe which community-focused project they would support if their community won a $25,000 grant.
“We wanted something with a really strong viral campaign and felt Facebook would be the best medium for that,” said Moscoe.
The Facebook component is part of an overall campaign that includes on-pack exposure, point of sale, a brand website, and direct mail.
The idea for “Share Your Promise” stems from Lactantia’s efforts to communicate its promise of being a pure filtered milk. “The objective in the promotion is to educate consumers about the benefits of pure filtered milk and what it is versus [regular pasteurized] base milk,” he said. The difference is that pure filtered milk stays fresher 15 days longer than base milk because of its production process.
The contest closes on Jan. 3, 2012, and shortly after 10 semi-finalist entries will be named. Canadians can vote for their favourite project and the final winner will also be named in January.
