LOB Trophy Tour
After the Raptors won the 2019 NBA Championship, the Dairy Farmers of Ontario (DFO) celebrated by touring the Larry O'Brien trophy across Ontario. For three weeks, the Milk UP van made eight stops delighting fans with an opportunity to pose with the NBA trophy, win free merchandise, play games and sample milk products. Strategically placed Milk Up logos enhanced message recall, tying the brand to the memorable vent and driving fan engagement.
THE PROBLEM
DFO faced a reduced milk consumption, particularly among Gen Zs and Millennials.
THE ASK
Incorporate DFO within a core memory of Raptors’ fans.
CREATIVE INSIGHT
While the Raptors championship was primarily celebrated in Toronto, fans across Ontario felt disconnected from the triumph.
THE IDEA
DFO LOB Trophy Tour- Spread the joy of the Raptors winning their first NBA title by sending the LOB Trophy across Ontario for fans to celebrate.
The
Results
THE Results
This is the power
of partnerships
