BC Dairy & The Dairy Farmers of Canada Activations

The Ask

The BC Dairy Association faced a significant challenge as they not only needed to reverse the declining trend in dairy milk consumption but also lacked a direct relationship with retailers. Furthermore, they had limitations when it came to partnering with existing distribution processes. They required a creative and strategic campaign from Brand Guruz to breathe new life into their milk products while navigating these constraints.

Brand: The BC Dairy Association

Staffing Overview

• Brand Ambassadors:Attendee engagementMilk and tea product samplingPromotional giveaways and coupons distribution
• Activation Manager:Overall coordination and supervision of the activationMonitoring event progress and performanceTroubleshooting any issues during the activation
• Coordination Manager:Set-up and arrangement of the activation areaManaging gift bag assembly and distributionAssisting with attendee registration
• Set Designer:Creative design and layout of the activation areaEnsuring an appealing and immersive environment that aligns with the dairy theme
• Food Handlers:Safely handling and serving dairy milk products and tea samplesEnsuring food safety and product quality
• Merchandise Manager:Managing dairy-related merchandise and branded giveawaysDistribution of promotional items and coupons to participants

Results

The campaign, executed by Brand Guruz, delivered exceptional results, not only revitalizing BC Dairy Association’s milk offerings but also establishing new connections with retailers despite the initial limitations. Shelf stocks decreased as consumers enthusiastically embraced our milk products, and sales figures experienced a substantial upswing, demonstrating the success of Brand Guruz’s innovative approach in overcoming distribution challenges. This initiative breathed new life into the BC Dairy Association’s brand, and it gained valuable insights into consumer preferences and feedback, positioning them for future growth and success.