Astro is leaning into Canadian identity with a campaign that imagines the country’s cultural icons helping produce its yogurt.

Supported by agency partner McCann, the Lactalis Canada brand’s campaign features lumberjacks, fiddlers, hockey players and other Canadian archetypes at work inside Astro production plants. Launched ahead of Canada Day, limited edition “Made with Canadian Culture” packs are available through the end of August at major grocers.

“Lactalis Canada’s Astro is made in Canada and sold only in Canada for the last 50-plus years. We use the window around Canada Day in particular to amplify and celebrate this heritage annually,” says Sabrina Zollo, VP of marketing for Lactalis’s yogurt, cultured and desserts division.

Images courtesy of Lactalis Canada

Zollo tells strategy the campaign is part of masterbrand equity messaging that supports Astro year-round across a number of channels. The national rollout includes a full-funnel campaign including OOH, social media and retail activations designed to drive awareness, engagement and conversion across the summer.

Tactics include social, contesting and giveaways asking participants to suggest which Canadian icons they’d add to the campaign. A campaign microsite and in-store POS – including blades, bunker cards, clings and danglers – round out the activation. Zenith handled media.