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LCBO
LCBO
The Liquor Control Board of Ontario (LCBO) is a Crown agency that retails and distributes alcoholic beverages throughout the Canadian province of Ontario.
The Liquor Control Board of Ontario (LCBO) is a Crown agency that retails and distributes alcoholic beverages throughout the Canadian province of Ontario.
Challenge
Challenge
Every fall, the LCBO, in partnership with the Wine Council of Ontario, launch their goLOCAL campaign to promote locally grown wines and foods.
French Rabbit Wines wanted to announce it was Ontario's first environmentally friendly tetra pack of wine.
Solution
Solution
goLocal: Quality begins with fresh ingredients. So the approach was to focus on the source of food. We used silhouettes of poultry and pork brushed on rustic wood to convey this idea of fresh livestock. Closeup photography of produce such as carrots and asparagus complimented this campaign.
French Rabbit Wines: We developed a concept around the brand's mascot in package design. This 'smart rabbit' would highlight the benefits of tetra packs in an 8-page free standing insert. Additional marketing was with wild postings, outdoor signage and in-store POP hero stands. This was a recipient of a Marketing Award of Canada in Direct Mail.
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