2023 Winner

To rekindle the affection people have for its Cheestring, Lactalis’ Black Diamond created “For Trade: One Cheestring.” The campaign, by Broken Heart Love Affair, featured a classified ad on a giant billboard in Toronto’s Yonge and Dundas Square looking to trade a single Cheestring and featuring a name and phone number to call. More than 1,000 offers were made, including a baby hamster, a yacht and a dinner with someone’s mom. The campaign got people and media talking, and garnered more than 245 million earned media impressions.

Credits

Client: Lactalis Canada Inc.
Brand: Cheestrings
Vice President, Marketing - Cheese & Tablespreads - Lactalis: Sabrina Zollo
Marketing Director, Black Diamond & Tablespreads: Enrique Larez

Creative Agency: Broken Heart Love Affair
Chief Business Officer: Beverley Hammond
Creative Directors: Jordan Hamer, Spencer Ryan
Writer: Jordan Hamer
Art Director: Spencer Ryan
SVP Strategy: Kristy Pleckaitis
Junior Producer: Olivia Cousineau
VP, Client Success: Joline Matika
Supervisor, Client Success: Annabel Harding

Agency Production: Lifelong Crush
Integrated Producer: Demi Veselinovic
Integrated Producer: Kristen Neamtz
Production Designer: Daniel Ong
Talent: Joey Harlem
Casting: Mann Casting

Media Agency: Epitaph