Fédération des producteurs de lait du Québec has launched a French-language campaign promoting various brands of cheddar available throughout the province.
Created by Cossette Communication-Marketing, the campaign includes two 30-second television commercials, print, transit and the website fromagesdici.com (OurCheeses.com).
Each 30-second spot features five or six locations across the province, the various brands of cheddar associated with that region, and the tag line: Plein de gens d’ici. Plein de cheddars d’ici. (So many people from here. So many cheddar cheeses from here).
“On countless occasions, we noticed that cheddar is a source of regional pride, as we can see on numerous highway signs that direct visitors to the local cheese makers,” said Nicole Dubé, marketing director of the Fédération des producteurs de lait du Québec. “We just want to explain that in Quebec we have different cheddar in different locations.”
The Fédération des producteurs de lait du Québec is also sponsoring Star Académie, the French-Canadian equivalent to Canadian Idol. Four additional 30-second commercials will air during the show’s broadcast. Again, each will feature different types of cheddars with the tag line: “Plein de talents d’ici. Plein de cheddars d’ici.” (So much talent from here. So many cheddars from here.)
The cheese website provides tips on how to taste and serve cheese, plus a cheese directory and a selection of cheese recipes.
In addition, Orléans Express, a Montreal and Quebec city carrier, will have two buses wrapped with campaign colours and featuring images of the 30 varieties of cheddar. English ads are set to run in the Gazette.
The campaign comes on the heels of a cheese recall and subsequent Salmonella outbreak in Quebec. One person has died, and 87 cases of salmonellosis have been linked to three brands of contaminated cheese in Quebec.
The Quebec Department of Agriculture, Fisheries and Food, in co-operation with Fromages la Chaudière of Lac-Mégantic, Que., are warning consumers of the non-refined hard cheeses La Chaudière, Polo and Tradition that they may contain the bacteria.
The organization will look at a PR plan once the source and cause of the contamination have been identified, said Dubé.
The campaign launched yesterday and wraps up Oct. 13. M2 Universal handled the buy.
