The World Cup was Canada’s biggest sports moment in decades—but Lactalis wasn’t an official sponsor. No problem. We found a way in through strategy, not rights. By tapping into Canada’s unique two-team cheering culture, we launched a national campaign across retail, digital, and media. Jonathan David brought instant credibility, while in-store displays, digital coupons, and a soccer-themed microsite tied it all together. We even partnered with TSN to sidestep FIFA restrictions. The result was a culturally relevant, fan-forward campaign that delivered engagement, sales, and brand affinity. It proved that with the right game plan, you can win without the badge.