ULTRAMAR PROMOTES VALUE PLUS PROGRAM IN NEW CAMPAIGN
By Adnews Staff
Montreal-based gasoline retailer Ultramar is promoting its Value Plus program in a new advertising campaign. The program is intended to provide consumers with gas at the lowest prices. The new ad campaign was created by Palm Publicité Marketing. It consists of a French-language version for Quebec and an English-language version running in New Brunswick and Nova Scotia. Both campaigns include two 30-second and four 15-second radio ads as well as billboard advertising. The tagline is "Working to give you more value." The French spots feature Quebec actor Michel Barrette, who was the central character in Ultramar's television campaign last year. The English-language spots depict various well-known characters such as Santa Claus and The Godfather calling Ultramar to complain that the retailer is too generous. The outdoor billboards promote the "price checker" component of the Value Plus program. The boards display a character looking through binoculars to check the prices of Ultramar's competitors. The advertising will run until early May in Quebec and late April in New Brunswick and Nova Scotia.