Federation des producteurs de lait du Quebec – Fromages d’ici

Specialty cheeses have long prospered in Quebec, based on the strength of their French heritage. However, while some consumers knew that there were local products of superior quality available, only a few could name any of the star cheeses.
Agency: Cossette Communication Marketing

Fédération des producteurs de lait du Québec – Fromages d'ici

Bronze: Best Integrated Campaign

EXECUTIVE SUMMARY

Business Results Period (Consecutive months): October 2006–June 2007Start of Advertising / Communication effort: September 2006Base Period for Comparison: October 2005–June 2006

For years, specialty cheeses from Quebec were riding on the fame of cheeses from France, whose reputation was already deeply entrenched. Some Quebec consumers knew that there were local products of superior quality, but few could name any of the star cheeses.

This case is about a campaign that changed all that, starting in September 2006....

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