Pigeon has once again teamed up with Quebec dairy co-op Nutrinor for a packaging overhaul.

Nutrinor is now the first dairy cooperative in Quebec to switch to greener, carbon-neutral packaging made of unbleached cardboard. It uses fewer raw materials, a “unique proposition in fluid milks in Canada,” according to CEO Michael Norman.

Manufactured by Norwegian company Elopak, these new packages are carbon neutral due to a simpler production method that reduces greenhouse gas emissions by 50% compared to old packaging. In addition, the cardboard comes from certified forests that are managed more sustainably.

The brand also has a new identity platform that has been optimized around the new packaging material, working better with its unbleached colour and texture. Pigeon is championing the changes in a 360-degree campaign once again anchored in “changing the world, one pint at a time” messaging.

“This change in packaging and the ensuing communication responds to a growing consumer concern,” says Francis Viau, marketing and innovation director at Nutrinor, who says that it is part of the brand’s vision to be a leader in sustainable agriculture.

To go even further, Nutrinor says it is now committed to offsetting the carbon generated from transporting its milk from the farm to retailers. Carbon credits will be purchased from Will Solutions and the Carbone Boréal organization of the University of Quebec at Chicoutimi for tree planting.

A campaign teaser was first revealed in its home base of Saguenay–Lac-Saint-Jean on billboards, and then on the digital bus stops network in Montreal.

The campaign has now been deployed on display, the Nutrinor truck fleet, various digital and social platforms, in newspapers and through various content creation initiatives with star influencers like Mitsou and Bob le chef. All elements of the influencer campaign have also been offset, and the campaign includes a “man on the street” segment with comedian Dominique Allard talking about carbon neutrality and carbon offsetting.