2026 Winner

CASE SUMMARY

A barbecue without mayo? Unthinkable! But the summer is hot, and leaving mayo out of the fridge for too long is never a good idea. Whether you’re worried about taking it out too early or putting it away too late, it’s a recipe for anxiety.

MAG, a small Quebec player in a mayo market dominated by giants such as Hellman’s and Miracle Whip, launched the Fridge Label as part of its rebrand. Specially designed to keep mayonnaise cool for an hour, the label is made with silica aerogel, a high-performance insulator developed for NASA.

The goal of this campaign was to put MAG on the map. After a complete rebrand, it needed to gain recognition to boost sales and carve out a place for itself in major grocery chains.

This initiative launched the new brand and challenged the status quo in the mayonnaise category by positioning MAG as a bold and innovative new player.

The campaign, which was launched via a video on social media and a contest raffling off a jar of Fridge Label mayo, created instant buzz across Quebec. Dozens of influencers mentioned and shared the initiative, and the media covered the innovative idea in print, on radio and online. In total, MAG racked up 152 million organic impressions thanks to the reach of the Fridge Label!

After only three months, the company recorded five times its usual sales for the same period. One year later, it can happily report that its sales have doubled across all points of sale.

MAG attracted major retailers, and its distribution network quickly expanded through notable entries into Costco, Walmart and Super C.

An article from La Presse titled “The commercial miracle of MAG” notes: “The mayonnaise category doesn’t open its doors easily. According to NielsenIQ, Hellmann’s (owned by Unilever Canada) has almost 59% of the market – a near-total domination. Yet the category continues to grow: over the last 12 months, mayonnaise sales have risen nationally by almost 4%.

“In an industry with almost insurmountable barriers to entry, one Quebec company has achieved the improbable: its market share has jumped 161% in one year, reaching 2% of the Canadian market. This is despite the fact that it’s only sold in Quebec, where it’s already approaching 7%, a feat rarely seen in the food industry.”

And according to the latest Nielsen survey, MAG experienced the highest growth in Canada – ahead of Hellmann’s, Heinz, and several others – even though it’s only sold in Quebec!

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Groupe MAG
PRODUCTION COMPANY: Nova Film
POST-PRODUCTION COMPANY: Nova Film
SOUND STUDIO: Circonflex

[Individual Credits - Agency - LG2]
senior management
CHIEF CREATIVE OFFICERS: Josh Stein, Nicolas Baldovini, Luc Du Sault
CHIEF STRATEGY OFFICER: Sophie-Annick Vallée
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Boisvert

[Individual Credits - Agency - LG2]
project team
CREATIVE DIRECTION: Luc Du Sault
COPYWRITING : Félix-Antoine Belleville
ART DIRECTION: Megan Plamondon
STRATEGIC PLANNING: Alexandre Normand
CLIENT SERVICES: Marie-Christine Huppé, Gabriella Côtes
AGENCY PRODUCTION: Noémie Beaudet-Centomo
MOTION DESIGN: Daniel Martinez-Mendoza
GRAPHIC PRODUCTION: Sylvain Grégoire
PROJECT MANAGEMENT, PRODUCTION: Julie Pichette

[Individual Credits - Production Company - Nova Film]
PRODUCER: Camille Perras, Anna Charbonney
DIRECTOR: David Poulin
DOP: Alex Nolet

[Individual Credits - Post-production Company - NOVA FILM]
PRODUCER: Nova Film
EDITING: David Poulin, Louis-Philippe Gagné
COLORIZATION: Thomas D’Auteuil
SPECIAL EFFECTS:Yannick Maheux

[Individual Credits - Sound Studio - CIRCONFLEX]
ENGINEERING: Dominic Cabana, René-Pierre Guérin
MUSIC: Circonflex