Giant baking utensils help Gay Lea share more joy

The dairy co-op is raising money for charity with an activation that also ties into a new brand platform.
By
December 5, 2022

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Gay Lea Foods is bringing its “Share Joy” campaign to life in a larger-than-life way.

At Square One Shopping Centre in Mississauga, the experience features one room made to look like a giant kitchen, including larger-than-life-sized utensils, baking tools and cake pans. Another room lets visitors live out their inner A-ha music video dreams, with black-and-white line drawings of a dining room full of baked goods and Gay Lea ingredients.

“[This] is our way of bringing [“Share Joy”] to life through a meaningful and immersive experience,” says Sara Abe, senior director of marketing and commercial capabilities of Gay Lea Foods. “Each room takes you on a cheerful and unexpected journey of our pillars of joy – and by working alongside the Boys & Girls Club, we’re able to give visitors a joyful holiday moment while empowering them to give back and share in spreading a little joy themselves.

Gay Lea will be donating one dollar to the BGC Canada for every image of the experience shared on social media using the “#GayLeaShareJoy” hashtag or tagging Gay Lea on Instagram, raising up to $10,000 for the Canadian youth-serving charitable and community services organization.

In November, the co-op launched a Christmas holiday campaign of the same name through its new AOR, Blackjet, pivoting from its product centric storytelling, and instead choosing to take a more narrative-driven approach. Abe says the experience is very much in line with that approach.

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Gay Lea Foods, the farmer-owned co-operative with members on approximately 1,400 dairy farms across Ontario and Manitoba, is again working with Chalkboard Marketing for all aspects of the program including strategy, creative and execution.

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