LXB Communication Marketing conducts chocolate potato campaign
By Adnews Staff
LXB Communication Marketing of Montreal conducted a media relations campaign last month for candy store Chocolaterie Heyez in Saint-Bruno, PQ. The initiative, aimed at baby boomers, involved a limited-time sale of chocolate potatoes, which were popularized in Quebec by the Radio-Canada television show "La Ribouldingue," which aired from 1968 to 1971. The potatoes and a press release were distributed to Montreal-area media outlets on March 17, resulting in coverage which the agency estimates in value at $50,000. "Almost all the media talked about it. Rythme FM radio station even held an on-air draw for the chocolate potatoes. Caféine, the TQS morning show, did an onsite broadcast." said Sylvain Desfossés, a media planner at LXB. The potatoes were sold for ten days during the Easter season. The packaging was in the colours of the lead character of "La Ribouldingue," which played continuously on a TV next to the display in the store. In addition, 50 cents from each sale was donated to Fondation de l'hôpital Sainte-Justine.