Cream is an important ingredient in cooking, but its many possibilities are not all well-known. Astral Mix created a strategy that attempted to explore new recipes to prepare using cream.
Promote the metsdelacreme.com (“addcream.com”) website;
Increase cream consumption.
Women aged 25-54.
Integrate cream in cooking shows on Canal Vie. Ask the chefs starring in each show to feature recipes using cream. These recipes would subsequently be integrated to the content of metsdelacreme.com. Adapt the campaign for digital billboards.
Innovative element of the campaign
The carton of cream was placed on the counter of the selected shows (Cuisinez comme Louis, Recettes en vedettes and Les desserts de Patrice) while the chefs concocted recipes that required cream. Discreet yet impactful integrations were followed by 10-second billboards that recalled the metsdelacreme.com website.
Television: Canal Vie
Out-of-Home: Digital boards Web: canalvie.com
Louis-François Marcotte, Thierry Daraize and Patrice Demers.