How Les Producteurs de lait du Québec Makes Cheese the Star of Everyday Life
Les Producteurs de lait du Québec launched Cheese At Its Best: Camping, Painting in Canada in April 2019, a two-part film campaign created by Quebec City agency Lg2 that positions Quebec cheese as a natural and enriching companion to ordinary leisure activities rather than a functional food product.
The campaign comprises two distinct film executions, each named for its lifestyle setting: Camping and Painting. Both executions share a single strategic premise — that Quebec dairy products, and cheese in particular, have an elevated role to play in the texture of daily Canadian life. The Camping film situates cheese within an outdoor setting familiar to Québécois culture, while the Painting execution frames the product alongside a quieter, more domestic creative pursuit. Together they construct a consistent tonal universe for the brand: warm, unhurried, and rooted in recognisably Canadian experiences.
Les Producteurs de lait du Québec is the producer organisation representing Quebec dairy farmers, and its advertising mandate has historically centred on increasing consumer appreciation for locally produced dairy. In Canada, that mandate carries cultural weight: Quebec dairy production operates within a supply-managed system that distinguishes it structurally from commodity dairy markets in other countries, according to the Government of Canada's publications on agricultural policy. The Cheese At Its Best campaign engages that distinction not through policy messaging but through emotional identification — inviting Canadian consumers to see Quebec cheese as belonging to their best moments, not merely their shopping lists.
The campaign was archived on Ads of the World and carries a Clapboard Score of 58 out of 100, reflecting a competent but not breakthrough execution within the Food and Drink category. It represents one chapter in a longer-running creative relationship between Les Producteurs de lait du Québec and Lg2, a partnership that has produced multiple campaigns exploring different registers of dairy's place in Quebec and Canadian life.
Les Producteurs de lait du Québec has consistently positioned Quebec dairy as culturally distinct from commodity alternatives. The Cheese At Its Best: Camping, Painting campaign extends that positioning into the domain of leisure, arguing through narrative rather than nutrition that Quebec cheese belongs inside experiences Canadians already value. The strategic move is one of emotional adjacency: by placing cheese inside Camping and Painting scenarios rather than at a dinner table, Lg2 widens the consumption context and reduces the category's dependence on meal-occasion advertising.
In Canada, the dairy sector operates within a supply management framework that insulates domestic producers from direct price competition with imported products, according to the Government of Canada's publications on agricultural policy. That structural protection creates a different advertising challenge than the one facing open-market dairy brands: the task is not to win a price war but to sustain cultural preference. Les Producteurs de lait du Québec addresses that challenge through repeated investment in lifestyle-oriented film work, of which Cheese At Its Best is a clear example.
The competitive landscape in Quebec dairy advertising during 2019 was active. According to Agropur's published reporting, Natrel held the position of the most influential dairy brand in Quebec that year, while Saputo maintained a broad Canadian dairy processing portfolio spanning cheese, milk, and yogurt. Against that backdrop, the Producteurs de lait campaign operated at the category level rather than the brand level — a promotional approach designed to lift aggregate appreciation for Quebec cheese rather than advance a single product's market share. Lg2's earlier print work for the same client, the Soccer, Hockey, Football campaign from 2016 documented on Ads of the World, demonstrates that this lifestyle-framing strategy predates the 2019 film work and reflects a sustained creative philosophy.
François Lallier directed both film executions for Cheese At Its Best: Camping, Painting, bringing a consistent visual sensibility to two formally distinct lifestyle environments. Production was handled by Nova Films, with postproduction completed by Rodéo FX — a Montreal-based visual effects and postproduction company with a substantial profile in Canadian commercial and entertainment work. Sound design was handled by Olivier Rivard at BLVD, whose contribution shapes the tonal atmosphere that sits underneath both films.
Creative direction was led by Luc Du Sault, who also shared art direction responsibilities with Andrée-Anne Hallé. Hallé served as copywriter, making the campaign's verbal and visual registers the product of a tightly integrated creative pairing. The Painting execution in particular has been noted in the Canadian industry press: a Campaign Canada article titled Lg2 And Jam3 Enjoy Big Night At Adcc, published in February 2026 and cited by Campaigncanada Ca, references the Painting film in the context of Lg2's broader creative output, indicating that the execution retained enough industry relevance to surface in retrospective coverage years after its original release.
The narrative approach in both films relies on observation rather than demonstration. Rather than showing cheese being prepared or consumed in an instructional register, the films embed the product within scenes that are already emotionally legible — a campfire setting, a painter's workspace — and allow the product to acquire meaning from its surroundings. This is a classically constructed piece of lifestyle advertising, and the craft serves that intention competently. The Camping and Painting diptych structure also allows the campaign to address two different consumer temperaments within a single strategic framework, broadening its potential resonance across the Canadian audience without fragmenting the brand message.
No verified performance data for Cheese At Its Best: Camping, Painting is publicly available. The campaign does not appear in the documented winner or finalist lists of major award programmes including Cannes Lions, the Effies, The One Show, or D&AD, based on publicly accessible records via adsoftheworld.com and clapboard.com. Its Clapboard Score of 58 out of 100 places it in the middle tier of archived work — competent in execution, coherent in strategy, but without the formal distinction that drives industry recognition.
Structurally, the campaign's effectiveness rests on the soundness of its strategic premise. Lifestyle-adjacency advertising — placing a product inside an aspirational or familiar scenario rather than foregrounding the product itself — is a well-established approach in food and drink communication, and Lg2's execution follows its conventions reliably. The two-film format creates breadth without contradiction: Camping and Painting share a tonal universe while addressing different leisure registers, which is a meaningful structural decision for a category-level campaign targeting a broad Canadian audience.
The campaign also benefits from the accumulated credibility of the Producteurs de lait relationship with Lg2. Prior work documented on Ads of the World, including the 2016 Soccer, Hockey, Football print campaign and the 2017 to 2018 Milk. Solid Stuff. film series featuring Georges St-Pierre as documented by Grenier Qc Ca, demonstrates a pattern of sustained creative investment. Within that lineage, Cheese At Its Best reads as a coherent evolution — softer in register than the performance-oriented Milk. Solid Stuff. work, but consistent with the broader mission of embedding Quebec dairy within Canadian cultural identity.
Cheese At Its Best: Camping, Painting is a two-part film campaign created by Lg2 for Les Producteurs de lait du Québec and published in Canada in April 2019. It positions Quebec cheese as a natural companion to everyday leisure moments, specifically an outdoor camping setting and a domestic painting context, using narrative rather than product demonstration to build emotional connection.
François Lallier directed both film executions. Production was handled by Nova Films, with postproduction by Rodéo FX and sound design by Olivier Rivard at BLVD. Creative direction and art direction were led by Luc Du Sault, with Andrée-Anne Hallé serving as both co-art director and copywriter on the campaign.
No award wins or finalist placements for Cheese At Its Best: Camping, Painting are documented at major ceremonies including Cannes Lions, the Effies, The One Show, or D&AD, based on publicly available records. The campaign holds a Clapboard Score of 58 out of 100, placing it in the middle tier of archived work.
Lg2 has maintained a long creative partnership with Les Producteurs de lait du Québec. Prior campaigns include the 2016 Soccer, Hockey, Football print work and the 2017 to 2018 Milk. Solid Stuff. film series, both documented on Ads of the World. Cheese At Its Best represents a softer, lifestyle-oriented evolution of that sustained relationship.
Lg2 selected Camping and Painting to widen the consumption context for Quebec cheese beyond meal occasions. Placing the product inside familiar leisure activities allows Les Producteurs de lait du Québec to build emotional adjacency, inviting Canadian consumers to associate Quebec dairy with experiences they already value rather than with functional eating moments.
Lg2 created the Cheese At Its Best: Camping, Painting campaign. The agency is headquartered in Quebec City, Canada, and has a longstanding relationship with Les Producteurs de lait du Québec. The campaign was published in Canada in April 2019 and comprises two film assets covering the Camping and Painting executions.
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