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.

 

Objectives

Promote the metsdelacreme.com (“addcream.com”) website;

Increase cream consumption.

 

Target

Women aged 25-54.

 

Strategy

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.

 

Media

Television: Canal Vie

Out-of-Home: Digital boards Web: canalvie.com

 

Talent

Louis-François Marcotte, Thierry Daraize and Patrice Demers.