Nutrinor milk embraces influence marketing #onepintatatime

The influence marketing actions carried out for Nutrinor left a strong impression: a chocolate chip bread pudding courtesy of Bob le Chef, outreach and awareness raising with Mitsou Gélinas and the fostering of a sense of belonging with Folks and Forks.

Hailing from Saguenay-Lac-Saint-Jean, Nutrinor is proud to be Quebec’s first daily co-op to switch to carbon neutral packaging for its products. To mark this shift, the brand invited consumers to “change the world, one pint at a time” as part of a major campaign rolled out across the province of Quebec.

At the heart of the campaign’s messaging were three distinguishing features: packaging made with unbleached cardboard, a production method that reduces greenhouse gas emissions, and compensation to offset carbon generated by transporting its products.

The campaign was particularly aimed at generations Y and Z, in order to capitalize on the values they share with Nutrinor. The agency FRANCHIR was chosen to develop the strategy and create contents.

Objectives

01 – Position Nutrinor as a leader in sustainable agriculture as well as in the fight against GHG emissions.

02 – Demonstrate that Nutrinor offers an assortment of products aligned with its values, and that every small pint (action) can make a difference!

03 – Encourage influencers and content creators to talk about Nutrinor, its products and values, and by extension, generate interest.

Strategy

The strategy was essentially rooted in the objective of creating the first fully carbon-compensated influence campaign.

01 – Bring the Nutrinor experience to life through 12 creative parcels sent to micro-influencers and content creators;

02 – Maximize the message’s reach through a paid partnership with three (3) content creators targeting a diverse range of profiles: Bob Le Chef, Mitsou Gélinas and Folks and Forks;

03 – Leverage Instagram to reach a larger pool of targets. Indeed, the platform’s Stories feature made it possible to insert swipe-ups leading to a personalized URL.

Results

By tapping into influence marketing, we generated 1,519 engagements on social media, highlighting the Nutrinor brand and its new packaging. The entire operation generated an average engagement rate of 4.08%, which made it a success.

Exceptionally, the campaign also resulted in a mention in the May 2023 issue of Coup de Pouce magazine, generating an additional 1,230,000 impressions.