Without Cheese, There’s No Fun!

Gail Chiasson, North American Editor

The Fédération des producteurs de lait du Québec (Quebec’s cheese producers) has launched a fall campaign that involved out-of-home and print, and while we’re not sure if digitalOOH is involved, we did notice that the recipes part of the campaign is available on mobile screens.

Created by People from Cossette, Montreal, the campaign shows what a difference ‘cheeses from here’ can make, and the nine OOH creative executions take a fun approach to getting the message across. For example, macaroni and cheese without cheese is just noodles; a pizza without cheese is just a crust; a poutine without cheese is just fries and sauce; and, our favourite, a wine and cheese tasting without cheese is nothing but a headache!

The out-of-home media strategy gives priority to the busiest metro stations and locations and out-of-home executions are also used in magazines, along with tempting recipes to jazz up macaronis, poutines, pizzas and soups. Web and TV are also part of the campaign, and the cheese recipes can be pulled up on mobile screens. In addition to 250 recipes, some of them available in video, the website ourcheeses.com contains tips and advice on how to appreciate and store cheeses, prepare a cheese tasting, serve raclette or a cheese fondue at a dinner party, and pair cheese with wine or beer. And as the site is now mobile, it can even be consulted while grocery shopping.

Three 30s TV spots, including an English version, tell stories in which ‘cheeses from here’ play an important role in situations like the purchase of a first home, the simple arrival of the weekend after a busy week, or the emotional return home after travelling the world.

Creative was developed be a team under Yvon Brossard, Cossette vice-president creative, while Nathalie Bernier handled media planning. Media buying was by Pascale Mercier of Marketel, Montreal. Marketel

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