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Moisson Quebec conducts supermarket campaign

Food bank Moisson Québec has begun a new campaign using new medium from Quebec City-based Enixa.TV consisting of digital advertising screens next to the cash registers in supermarkets. The campaign, developed by LXB Communication Marketing, consists of a silent 15-second visual of a small girl along with the copy, “You hate waiting at the cash register…I would enjoy it.” “We focused on the direct link between waiting in line and our message of awareness,” said Jean Bissonnette, creative director of the agency’s Quebec City office. This message had to hit home by awakening the conscience of the people who take the grocery routine for granted.”

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