Gay Lea, a Canadian farmer-owned co-operative, is hoping to share a little joy with an impressive OOH execution.

A new super shelter execution in Edmonton highlights the brand’s “Share Joy” platform via an ad space that’s “twice the size of an average transit shelter, allowing for highly impactful campaign visuals,” according to a press release. The BlackJet-created board includes a 3D can of Gay Lea whipped cream atop the shelter.

The “Share Joy” brand platform was launched last year. It’s goal is to underscore the importance of consistent product quality that delivers an emotional reward.

“Last year’s inaugural campaign… was designed to familiarize our audience with the positioning, and the joy that’s derived from preparing food for people we love. This year’s work reinforces this idea,” Rob Galleta, CEO and CCO of Blackjet. “[This year] we’ve also shifted our perspective from those preparing the food to those who receive it. It’s a campaign designed to spread our message, but it’s also designed to share joy.”

To underscore that messaging, among the images on the transit shelter is a QR code call-to-action for consumers to visit the Gay Lea site for recipes. The execution, which was done in collaboration with Branded Cities, looks like something out of Honey, I Shrunk the Kids and is the second large-scale execution Gay Lea has done with Blackjet.

Last year, Gay Lea popped up with a seasonal pumpkin spice latte café at Toronto’s Stackt Market. That aim, like the current campaign, was all about elevating the home experience and doing so with related Gay Lea products, including a limited-edition Pumpkin Spice Coconut flavour.

With files from Chris Lombardo