Cadillac Fairview
MILK was tasked with developing and executing an activation for Cadillac Fairview that would share the brand’s values of placemaking and community building with aVancouver audience.
Rooted in the insight that Vancouver’s downtown lacks a gathering place, and that most people feel an increase in stress in September, MILK created the Stress Less Lunch, a food truck takeover offering downtown office workers free lunch courtesy of Cadillac Fairview from participating food trucks at Robson Square every Wednesday during the month of September.
Over 900 surveys completed
152 pieces of influencer content shared
91% of attendees who completed onsite surveys said that The Stress Less Lunch positively impacted their view of Cadillac Fairview
A further 71% of respondents said they were more likely to visit Pacific Centre as a result of the activation.
