Farmer-owned co-op Gay Lea Foods is emphasizing how it works to make food more joyful.
In two hero spots set against bright white backdrops, disenchanted eaters get dollops of sour cream and whipped cream to improve their nachos and pancakes, respectively, putting smiles on their faces.
Created by Gay Lea AOR Blackjet, this is the second major campaign to be anchored by the CPG’s “Share Joy” brand platform, which emerged from consumer research that underscored the importance of consistent product quality that delivers an emotional reward.
“‘Last year’s inaugural campaign based on the ‘Share Joy’ master brand platform was designed to familiarize our audience with the positioning, and the joy that’s derived from preparing food for people we love,” says Blackjet CEO and CCO, Rob Galletta. “This year’s work reinforces this idea and adds a more overt product truth – that great food is made more joyful with Gay Lea.”
As Galletta points out, it also shifted the perspective from those preparing the food to those who receive it, adding that the overall messaging strategy for this campaign is one that shifts focus from individualized products towards support of the master brand.
The new campaign, which runs nationally, consists of a broadcast commercial, two online videos, several print ads and an out-of-home execution based on a media plan developed and implemented by True Media.
When it comes to media tactics, Galletta tells strategy this represents a bigger OOH spend than past efforts, focused on high-impact specialty opportunities.
A new bus shelter execution in Edmonton amplifies the message of improving upon everyday foods in what the shop says is an “un-ignorable” way,” featuring an enormous 3D can of Gay Lea whipped cream. The advertising space on the shelter itself is twice the size of an average transit shelter, allowing for highly impactful campaign visuals, with a QR code call to action to visit the Gay Lea site for recipes.
Media is built for broad-based awareness and “heavies up” around key occasions like Easter and other holidays, Galletta explains.
According to Galletta, the campaign is meant to go after younger, ethnically diverse family forming age groups of two important segments – regular home cooks and bakers who see food in a circular value equation and are strongly attracted to the idea of “Farmer-owned co-operatives.”
They’re focused on quality and trying to set an example by supporting a local, economically just and environmentally sustainable food system within the parameters of a grocery budget.
Last year, Gay Lea popped up with a seasonal pumpkin spice latte café at Toronto’s Stackt Market. That aim, like the current campaign, was all about elevating the home experience and doing so with related Gay Lea products, including a limited-edition Pumpkin Spice Coconut flavour.
The online video component of the campaign was produced by Toronto’s Nimble Content. The super shelter was produced in collaboration with Branded Cities.
