Lg2 has been awarded all marketing communications work for the Producteurs de lait du Québec.

Lg2’s mandate as agency of record will begin in January. Nolin BBDO and Cossette had previously split the organization’s creative work and will handle campaigns until December. Media will continue to be handled by Touche!. The Producteurs’ relationship with Nolin BBDO stretches back to 1976, when it was still known as PNMD Communications.

The work was awarded to Lg2 without a pitch, with the Producteurs citing the agency’s past agricultural work with Les Éleveurs de Porcs du Québec (The Quebec Pork Breeders) as a key factor in the decision. In a press release, the org said the new Trans-Pacific Partnership and trade deals with the European Union have created a competitive landscape that require a new strategic and creative vision under a single roof.

“Doing things differently means integrating new perspectives on the deployment of our many programs,” Julie Gélinas, marketing director for the Producteurs de lait du Québec, said in the press release. “The concentration of resources within a single agency will help ensure greater coherence across the various offensives for our five ​​flagship products, while integrating a promotional element that will highlight the know-how of more than 5,800 milk producers in Quebec.”

While it’s uncertain exactly how much dairy will now be imported to Canada under the new trade deals, The Dairy Farmers of Canada anticipated it would result in 17,000 tonnes of European cheese alone when it recently launched a proactive campaign to address the changing marketplace.

Lg2 also works with Agropur, Canada’s largest dairy company, on masterbrand work as well as for brands including Natrel and Oka Cheese. A spokeperson for the Producteurs said the agency’s past work on dairy brands was seen as a strength, and the organization confirmed with Agropur that no conflict of interest existed.

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