SAPUTO SIGNS JOSE THEODORE AS VACHON SPOKESPERSON
By Adnews Staff
Saputo Inc.'s bakery division has signed a multi-year agreement with Montreal Canadiens goaltender José Theodore. The terms of the agreement, by which Theodore becomes a spokesman for Saputo's Vachon brand products, are unknown. "We believe this agreement will help us rejuvenate the Vachon brand and product image and expand consumer awareness," said Michel Lanctôt, vice-president of marketing for Saputo's bakery division. Vachon products include Passion Flakie pastry squares, Hop & Go bars and squares, Jos. Louis snack cakes, MayWest and Ah Carmel cakes and 1/2 Moon vanilla cakes. A new advertising campaign featuring Theodore will begin this fall. Advertising for Vachon is done by BBDO Montreal. Theodore will also participate in promotions for Vachon. Montreal-based Saputo also produces dairy and cheese products under the names Saputo, Stella, Dairyland, Dragone, Cayer and Baxter.