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
Mathieu Lacombe, Art Director
Charles Côté, Copywriter
Victor Brunton, Account Manager
Sean McDonald, Chief Strategy Officer
Aaron Starkman, Chief Creative Officer
Johanne Pelland, Producer
Katia Dupuy, Production Coordinator
Maxime Sauté, Art Director
Eliane Chartier, Account Manager
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 delicious versatility by high-jacking other foods ads on multiple touchpoints, thus associating maple syrup to a wide range of occasions and meals.
