Gadoua
Client
Weston Foods
Secteur
Retail/Food
Savoir-faire
Advertising
Shopper marketing
Challenge
What you should know
We can all agree that Quebecers adore Gadoua sliced bread, and that their love affair goes back quite some time! But with consumers opting for healthier lifestyle and eating habits, Gadoua decided to launch a new line of whole grain breads, Plein d’grains, to keep up with the times. And they chose Bob to develop the campaign.
Solution
What we did
The idea was to align tradition with modern tastes. And since the Gadoua brand has always focused on taste, a territory that’s largely untapped by whole grain breads, we decided to go for it!
We needed a new face to promote the new product line, so we called upon comedian Phil Roy, who graciously agreed to come on board.
The result: a multiplatform campaign with the tagline Plein d’grains, plein d’bon (Lots of grains, lots of goodness), following on from a previous Gadoua campaign, Quand c’est bon, c’est bon (When it’s good, it’s good), because we liked the continuity.
It was important to us to approach our first mandate with Gadoua with a lot of respect for what the brand has done up to now. Knowing that Gadoua holds a special place in the hearts of Quebecers, we wanted to give a nod to the past by maintaining elements of the previous campaign (the grocery store, the Rosalie and Eric characters) and launch the campaign simultaneously with the arrival of the products in stores on Valentine’s Day. POS, web banners, OOH, 15-second TV spots, digital pre-rolls… the Plein d’grains breads and Phil Roy were everywhere!
Result
What we accomplished
The sales team and retailers were over the moon: “The new Plein d’grains line of breads appeals to new consumers while also meeting the needs of our most loyal customers.”
