The Laughing Cow is aiming to reinsert itself into the cultural conversation with a lighthearted 360 campaign that is backed by a cause.

The Bel Group brand has set up an online petition to have its bovine mascot added to emoji libraries at the expense of the Laughing Cat symbol available through most text services.

Made in partnership with Havas Creative Canada, the “OG Emoji” campaign launched last week with a manifesto video and front-page national newspaper ads in an attempt to create an earned-media moment for the the brand that’s been on Canadian store shelves for more than 100 years.

“The Laughing Cow has been a beloved staple in Canadian households for generations … however, despite significant efforts to remain top of mind, our qualitative and quantitative research revealed a growing disconnect,” Jack Latulippe, CCO at Havas Creative Canada, tells strategy. “The brand was losing relevance with today’s Canadian consumers. The challenge was not the product itself, but how the brand was perceived. This is why the first phase of the campaign focused on reigniting The Laughing Cow’s iconic status by re-establishing its presence in pop culture.”

Latulippe says identifying an antagonist in the Laughing Cat and striking a strong working rapport with media agency Spark Foundry, influencer agency Clark Influence and PR firm National helped to keep the narrative unified.

Additional activations include OOH displays across major Canadian cities and support from influencers on Meta and TikTok.

“In a moment where the news cycle often feels heavy, we wanted to offer a light, humorous quest that people could easily relate to,” Latulippe says. “The introduction of the Laughing Cat as a tongue-in-cheek antagonist gave us the perfect excuse to play with online humour. At the heart of the campaign was the brand image itself – brought to life through the creation of a custom emoji that celebrated the iconic logo.”

The creative tribute to The Laughing Cow’s icon funnels consumers toward a charitable initiative. Every signature signed to the “OG Emoji” online petition leads to a 50-cent donation to Food Banks Canada, the equivalent of one meal for those in need.

“There’s an emoji for almost everything … So why not one for the real icon of laughter?” says Marie-Ève Robert, VP of marketing and sustainability at Laughing Cow parent company Bel Group Canada. “And if we can do that while supporting Food Banks Canada, that’s a double win.”