OKA: Quebec's original treasure, since 1863

This case study describes how OKA, a Quebecois cheese brand made by Agropur, took two different positioning approaches in its home Canadian province and in neighbouring Ontario, to grow sales volume in both.

OKA: Quebec's original treasure, since 1863

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Situation analysis

Overall assessment

OKA cheese is a well-established brand in Quebec, and its awareness is growing outside of its market of origin, gaining traction in Ontario. Despite an increasing presence on-shelf, it is very difficult to create loyalty in the fine cheese category where consumers have a strong appetite for novelty. After a few years of modest growth in sales, Agropur Signature planned an acceleration in sales and wanted to shake up the cheese market in Quebec (70% of current sales) as well as in Ontario (15% of current sales). Quebecers already...

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