CLIENT
PPAQ (Érable du Québec)
Mylène Denicolaï, Director, Promotion and Market Development
Gwenaëlle Marchand, Manager, Promotion
Vincent Grondin, Digital Marketing Manager
AGENCY
Pascal Routhier, Strategist
Xavier Blais, Creative Director
Mélanie Châteauneuf, Group Account Director
Charles Côté, Copywriter
Mathieu Lacombe, Art Director
Victor Brunton, Account Manager
Sean McDonald, Chief Strategy Officer
Aaron Starkman, Chief Creative Officer
Johanne Pelland, Producer
Maxime Sauté, Art Director
Eliane Chartier, Account Manager
Katia Dupuy, Producer
Espace M
Vickie Dugas, Media Director
Danny Gauthier, Media Planner
Alexandre Duhaime, Director, Client Services, Media
Adviso
Alexane Andreïs, Senior Project Manager
SUMMARY
Although 92% of Quebecers have maple syrup at home, almost half claim to never or rarely consume maple syrup beyond breakfast occasions. Therefore, the maple syrup producers' association of Québec launched a new campaign and creative platform to help grow and diversify maple syrup usage in Québec. This campaign -- Bon dans toute/Good in everything -- highlighted maple syrup's "talent" and versatility by drawing parallels with all-around prodigy comedian Claude Legault. The campaign also high-jacked other foods ads to showcase maple syrup's relevance in a wide range of usages.
