Responses by Jenny Chiasson, marketing communications senior manager, Liberté
Background: The new campaign builds on the purpose marketing we embarked on nearly three years ago for the Liberté yogurt master brand. We have been intentional in making sure our consumers understand what Liberté stands for, its values and its DNA.
While initially focusing on a single individual who shares our obsession for food, we wanted the two-minute spot to embrace the idea of “openness”—openness to new cultures and to new tastes. We needed to appeal to a broader audience while remaining true to our core consumer, the “healthful foodies” who love cooking from scratch. We also wanted others to be open to exploring the world and to taste discovery. We believe that the world opens up to those who are open to it. And when you can’t connect with language, you often do it first through food.
Reasoning: We knew we needed to evolve, building on what we have already established to strongly resonate with our consumers and encompass the universal values that connect our yogurts with Canadians.
Challenges: Telling a story that integrated yogurt in a natural and relevant way. It was imperative we visited countries where yogurt is already a big part of the food culture.
Favorite details: By taking a documentary approach with a high production value, we captured the authentic human connections of our non-actors.
Visual influences: We drew inspiration from Anthony Bourdain and his series, Anthony Bourdain: Parts Unknown.
Anything new: You can’t expect new results if you’re doing the same thing over and over again. We definitely got out of our comfort zone on this project, which was a great learning experience for us.