St-Hubert Personalities Campaign

Les Rôtisseries St-Hubert, is a well-known Canadian restaurant chain. However by 2003, the threat of competition prompted St-Hubert to re-think its marketing strategy to protect its leadership.

St-Hubert Personalities Campaign

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

October 2006–June 2008

Start of Advertising/Communication Effort:

September 2006

Base Period for Comparison:

October 2005–September 2006

a) Introduction

Les Rôtisseries St-Hubert—the corporate name for St-Hubert in Quebec—is much more than a well-known restaurant chain. It's as much a part of Quebec's distinct society as the Montreal Canadiens, sugaring-off parties and poutine. St-Hubert is synonymous with comfort food for the vast majority of Quebeckers, which is why the brand has consistently ranked among the most admired companies in Quebec.

But by 2003, the threat of competition prompted St-Hubert to re-think its...

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