The Challenge: To increase awareness, trial and likelihood of future use of Gay Lea Spreadables Butter.
The Objective: Gay Lea Spreadables Butter wanted to reinforce its benefit – butter (not margarine) that smoothly spreads even after having being stored in the refrigerator.
The Plan: In the spring, Gay Lea kicked off a campaign for Spreadables in magazines and online. The Canadian Newspaper Association broached the brand about a test over the summer period to demonstrate that newspapers and their online sites could help build the brand. Gay Lea agreed to run in both media for a six week period. A mix of newspapers across the country were chosen with a plan which included two newspaper ads each week combined with impressions on the paper’s online site.
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