Lactalis begins Cheestrings campaign
By Rob Bale
Dairy company Lactalis Canada has begun an out-of-home campaign for its Cheestrings product line focusing on its Canadian origins. The campaign consists of billboards in the Greater Toronto Area. The creative makes use of the copy, “Cheestrings: Made with 0% American Cheese.”
“There's never been a more critical time to help Canadian consumers identify Canadian products and brands,” said Sabrina Zollo, vice-president of marketing for cheese and table spreads at Lactalis. “Cheestrings is as Canadian as it gets so we thought it was important to highlight this in the irreverent, cheeky way that Cheestrings always communicates.”
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