Lactantia launched a playful public campaign that shines a spotlight on the most annoying milk-related behaviors found in Canadian households. Titled Portez Pinte, the initiative invites Quebec residents to expose the everyday milk offenders in their lives, from those who drink straight from the container to the ones who put an empty carton back in the fridge without a second thought.
Tanguy de Foresta, Marketing Director at Lactalis Canada, explains that the goal is to humorously acknowledge the small frustrations dairy lovers face daily. These seemingly insignificant habits can easily spark tensions among roommates, friends, couples or family members, especially when it involves their favorite Lactantia milk.
The campaign is rooted in reality. A recent survey conducted by Les Producteurs de lait du Québec revealed that nearly half of Quebecers admit to drinking milk directly from the carton, often in secret.
Members of the public can submit their complaints at PortezPinte.ca. Well-known local figures such as Varda Étienne, Brendan Mikan, Scot with one T and the couple Lo and Mat have already kicked off the initiative by showcasing their own experiences on high-visibility billboards in Montréal.
The most entertaining submissions will appear across Lactantia ad spots over the coming weeks and will also be featured on the brand's official Instagram account.
