Establishing a new infant formula brand in a highly competitive Canadian market.
The client
Niuriss is the only infant formula brand manufactured exclusively in Canada, sold online and through major national retail chains. As an international company entering the Canadian market, Canada Royal Milk needed to quickly establish Niuriss as a trusted choice for new parents.
The challenge
As a new entrant in a highly regulated and trust-driven category, Niuriss needed to rapidly establish legitimacy and credibility while competing with global incumbents. The audience—new and expecting parents-is small, highly discerning, and cautious, making trust-building critical. Entering Canada as an international company added additional perception challenges, despite domestic manufacturing.
The opportunity
Launch a national full-funnel media program that blended trust-building channels with high-performing eCommerce tactics to generate both brand lift and measurable sales.
The goal
- Rapidly build awareness and credibility for a new infant formula brand
- Establish Niuriss as a legitimate Canadian-made choice for new parents
- Reach and engage a niche audience of new and expecting parents
- Drive strong D2C and Amazon sales growth from launch
- Create a scalable, efficient always-on program
What we discovered & implemented
01 | Foundation
Nav™ guided a full-funnel strategy balancing brand-building and measurable performance. The planning framework unified brand, creative, and performance objectives, ensuring that awareness investments drove downstream sales and that sales activity reinforced trust.
Scope included:
Paid Search, Performance Max, Meta, Display/Programmatic, YouTube, TikTok, TV, Radio, Print, and OOH.
02 | Growth
Flow™ powered the performance layer, optimizing spend, volume, and efficiency across all digital channels to drive both D2C and Amazon sales. Spark™ accelerated creative testing to ensure messaging resonated with new parents in a sensitive and credibility-dependent category.
Execution highlights included:
- OOH in parent-dense neighbourhoods, plus doctor’s office networks to reinforce trust at high-credibility touchpoints
- National TV partnerships with Corus, supported by influencer-style creative collaborations
- Always-on performance media across Search, Performance Max, Meta, YouTube, TikTok, display, and programmatic
- Real-time brand tracker implementation to benchmark awareness growth against dominant competitors
03 | Leadership
We integrated brand, performance, and retail objectives into a single strategy. This unified approach helped Niuriss scale confidently, positioning the brand as a credible competitor to category leaders while rapidly building a stable, efficient eCommerce engine.
Results
- Grew from $0 to six-figure monthly sales within the first year
- Achieved 14% aided awareness in the Rest of Canada and 13% in Quebec
- Secured national retail distribution as awareness accelerated
- Significantly reduced customer acquisition cost post-launch
- Built a stable always-on D2C and Amazon performance program
- Established a brand tracker demonstrating meaningful gains against entrenched competitors
Key drivers of success
- Nav™ providing strategic planning to balance brand-building with measurable outcomes
- Flow™ optimizing the performance layer for efficiency and scale
- Spark™ accelerating creative testing to build trust and credibility
- High-impact awareness investments across OOH, TV, and healthcare environments
- Strong integration of D2C, Amazon, and retail growth strategies
It truly does feel like they're part of my marketing department. That’s the best compliment I could pay an agency.
Other. has delivered the agility, rigour, and expertise that has allowed us to unlock the potential of our digital revenue channels and accelerate at an important time in our business. They have become a critical partner that we rely on.
Other. operates as a true strategic partner to our team. They understand how to reach our niche audiences and pivot quickly as conditions change, translating strategy into scalable execution across our portfolio.
Other. has played a critical role in accelerating our business, applying deep performance marketing expertise to maximize media efficiency and ROI. What truly sets them apart is their partnership mindset - they go above and beyond, operate as a true extension of our team, and focus on shared outcomes.
I've always really valued that relationship. I think that they get our business. They always try to do it right. They're proactive.
They are setting the new standard for agencies.
Let’s raise the bar together.
