Gay Lea's Joyful OOH Campaign Lights Edmonton

How to maximize the efficiency of LED screens (DOOH)

Gay Lea spreads joy in Edmonton with an impressive OOH campaign featuring a giant whipped cream can, emphasizing quality and emotional satisfaction.

Bringing Joy to the Streets of Edmonton

In a bustling cityscape where advertising competes for attention at every turn, Gay Lea, the Canadian farmer-owned co-operative, is standing out with a heartwarming message of joy. Their latest out-of-home (OOH) campaign in Edmonton is not just big—it's twice the size of an average transit shelter, amplifying the impact of their "Share Joy" platform in an unforgettable way.

Crafting an Unforgettable Experience

Crafted by the creative minds at BlackJet, this super shelter execution features a towering 3D can of Gay Lea whipped cream perched atop the shelter, inviting passersby to immerse themselves in a world of delight. The "Share Joy" brand platform, which debuted last year, remains at the forefront of this campaign, emphasizing the consistent quality of Gay Lea products and the emotional satisfaction they bring to consumers.

Rob Galleta, CEO and CCO of BlackJet, explains the evolution of the campaign: "Last year's inaugural campaign... was designed to familiarize our audience with the positioning, and the joy that's derived from preparing food for people we love. This year's work reinforces this idea. [This year] we've also shifted our perspective from those preparing the food to those who receive it. It's a campaign designed to spread our message, but it's also designed to share joy."

Interactive Engagement

Beyond the visually stunning display, the campaign incorporates interactive elements, including a QR code call-to-action prompting consumers to explore Gay Lea's website for recipes. This collaboration with Branded Cities transforms the transit shelter into a scene reminiscent of "Honey, I Shrunk the Kids," captivating audiences and inviting them to participate in the joyous experience.

A Tradition of Joyful Marketing

This isn't the first time Gay Lea has ventured into larger-than-life marketing endeavors. Last year, they delighted Torontonians with a seasonal pumpkin spice latte café at Stackt Market, where they showcased their products in an immersive setting. Just like the current campaign, the aim was to enhance the home experience and spread joy through delicious offerings, such as the limited-edition Pumpkin Spice Coconut flavor.

As Gay Lea continues to brighten communities with their uplifting campaigns, their commitment to quality and joy remains unwavering. Through innovative OOH executions and creative collaborations, they're not just selling products—they're sharing moments of happiness with consumers, one transit shelter at a time.

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