Lactalis Canada has unveiled its first-ever national multi-brand retail campaign, rallying buyers around the concept of Canadiana.

The “Made For Canadian Moments” rollout brings together the manufacturer’s brands – Cracker Barrel, Cheestrings, Siggi’s, Iögo, Nanö and Lactantia – under one umbrella to contest three Canadian RV road trips valued at $15,000 each. The agency partner is LPi Group.

The campaign and contest is predicated both on heightened support for “Made in Canada” products and a trend toward travel within the country, according to the company.

As reported in strategy, Leo & Dragon data reveals that dairy, particularly yogurt, which is often perceived as not being Canadian, has the most to gain from patriotic purchasing decisions.

“This campaign brings our portfolio together to create something uniquely Canadian that truly reflects Lactalis Canada’s purpose to enrich and nurture the lives of Canadians,” says Dominque St. Yves, director of shopper marketing and e-commerce at Lactalis Canada. “We see ‘Made For Canadian Moments’ as a long-term platform that will evolve year after year, celebrating everyday moments that matter most to Canadians.”

The tactical breakdown is retail media and digital, 40%, in-store, 35% and social, 25%.

“Our investment strategy has been weighted toward in-store and retail media/digital, ensuring we capture shoppers at the highest moments of purchase intent,” St. Yves says. “Social complements this by building engagement and awareness earlier in the journey, but most of the budget is focused on driving conversion where intent is strongest.”

St. Yves says the campaign represents not just a celebration of Canadian dairy, but also an example of how shopper marketing can drive strategic impact at scale by aligning shopper trends, retailer needs and brand equity into one unified activation.

The core target is the head of household shopper, with messaging, visuals, and prizes designed to resonate with primary grocery decision makers.

St. Yves tells strategy that, depending on category dynamics and visibility, well-executed activations typically deliver a volume lift of 3% to 10% during the promotional period.

As part of the “Made for Canadian Moments” campaign, Lactalis is aiming to secure 1,800 incremental in-store displays nationwide, a strategic objective that “reflects the company’s commitment to shopper impact and strong retail collaboration” nationally.