On the heels of a successful website development project, the School Milk Foundation of Newfoundland and Labrador asked Ray to help launch their new school milk brand and packaging. As the only province with specially-packaged school milk, the Foundation really wanted to make a splash. So Ray created a celebration of S’milk on World School Milk Day.
Ray handled all of the event planning and PR for the launch, including special media invites containing mini cereal packages for key media.
Held at Goulds Elementary, the event was attended by hundreds of students and featured a host of speakers including government officials and representatives from the dairy industry. Buddy the Puffin also made a special appearance, and everyone enjoyed delightful sounds of the Juno Award-winning children’s group The Swinging Belles.
The S’milk launch received province-wide media coverage from all major broadcast, online, and print outlets. It also garnered significant social media traction.
In addition to the launch event, Ray also created a meme-inspired poster campaign to promote the new brand, S’milk swag and collateral, a custom trailer wrap, and an animated video on milk production.