Tweet If You Like Cheese

Gail Chiasson, North American Editor

Les fromages d’ici (Our Cheeses from Quebec) has taken over Montréal’s métro system with a billboard campaign that includes digital screens in two of the city’s busiest stations.

To promote the astonishing number of Québec-made cheeses, striking oversize ads listing each of the 300 cheeses made throughout the province are being featured in a billboard campaign in six of the city’s busiest métro stations: Berri-UQÀM, McGill, Place-des-Arts, Sherbrooke, Square-Victoria and Montmorency.

In an innovative touch, Les fromages d’ici has gone interactive, with two digital screens in the Métrovision network at Berri-UQÀM and McGill stations. Especially for this campaign, métro passengers with smartphones are invited to tweet the name of a Québec cheese they know. The tweets are then displayed live on two dedicated screens integrated into the Les fromages d’ici campaign.

“We’re proud to add this innovative component to Les fromages d’ici so that métro riders can share their knowledge of some of Québec’s 300 cheeses,” says Nicole Dubé, director of marketing for the Fédération des producteurs de lait du Québec.

Nathalie Bernier, media director at communications agency Cossette Québec, says that Métromédia Plus (which handles the advertising in Montreal’s subway system) and the Société de transport de Montréal helped make the campaign possible.

“Their openness allowed us to take a creative approach that definitely helps Les Fromages d’ici stand out in Montréal’s advertising landscape,” Bernier says.

Jean-François Rioux, vice-president, sales and marketing, at Métromédia Plus, stresses the importance of innovation, saying, ”With our partner, the STM, we hope to develop innovative, creative solutions that showcase our advertisers and thereby contribute to their success while at the same time promoting transit advertising.”

The campaign is running for most of the month of May.

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