Marketing Challenge
Lactantia PūrFiltre milk has a solid reputation in Quebec. In recent years, many players have joined the filtered milk segment and in order to maintain their leading position, Lactantia asked us to develop a store program aimed at stimulating sales to young families.
Solution
Today, young families are hyperconnected and parents are hyper-informed. Parents are always looking for smart choices to adequately feed their children. To greet this desire to feed their children intelligently, we have developed the Smart Milk contest. The contest allowed a family to win a smart fridge so they never ran out of Lactantia PūrFiltre milk in their fridge.
Results
Lactantia PūrFiltre is clearly the smart choice for hyperconnected families in Quebec. The contest participation rate was three times the industry standard with over 108,000 participants, including 75,000 unique entries. During the contest period, sales increased by more than 90% compared to the same period last year with nearly 245,000 products sold.
Under the theme Be milk-smart, trendy families from Quebec were invited to participate in a unique contest allowing them to win a smart fridge so they never run out of milk again.
