Gay Lea

Developing a cohesive brand strategy for Ontario’s leading dairy cooperative.

THE IDEA

Share Joy: Celebrating the real moments of home cooking.

‘Share Joy’ platform anchors the brand’s new positioning by highlighting the emotional
highs and lows of home baking. And bold creative executions, including a three-dimensional whipped cream can on a transit shelter, gave the campaign undeniable presence and helped bring the brand’s core truth to life.

A

Where the audience is headed

Embracing values of transparency, quality and emotional connection through food.

Research revealed that modern consumers judge food quality not only by name familiarity but also by the ethics and transparency of the supply chain. Home bakers value authenticity, including the cooperative model that underpins Gay Lea.

B

Where the brand is headed

Defining a clearer identity for a trusted but misunderstood cooperative.

Gay Lea is Ontario’s largest farmer-owned dairy cooperative. Though widely recognized, Gay Lea was often mistaken for a multinational food company, which limited its connection with consumers. In a $15.9 billion Canadian dairy market, the brand needed a clearer identity and architecture that highlighted its cooperative roots.

C

Where the culture is headed

Moving food culture toward honesty, imperfection and shared experience.

The cultural shift toward genuine storytelling in food advertising called for breaking away from polished, idealized images. The campaign embraced the imperfect, relatable reality of home cooking, celebrating the emotional connections formed through food preparation and sharing.