Lactalis begins So Canadian campaign
By Rob Bale
Lactalis Canada has begun a campaign for its Astro yogurt brand focusing on its “Canadian heritage.” Called “So Canadian,” the campaign includes a mural on the roof of the company’s factory in Toronto that reads “Welcome, eh!” The mural is positioned to be visible to airplanes arriving at Pearson International Airport. The campaign also includes special Canada Day packaging, out-of-home advertising, a social media contest, and an online dictionary of Canadian slang terms.
“Astro has been a staple in Canadian families’ refrigerators for over 50 years,” said Melisa Bayrav, senior brand manager for Astro at Lactalis Canada. “The rooftop mural is a simple but powerful way to celebrate Astro's legacy and what the brand stands for: proudly local and unmistakably Canadian.”