Olymel begins awareness campaign in western Canada
Food company Olymel has hired Bleublancrouge of Montreal to develop a new advertising campaign in support of its expansion into western Canada. The campaign will seek to raise awareness of the company's products. The campaign consists of seven-second commercials featuring product shots and an accompanying voice-over. ''In this product category, it was time to define a new tone to reach consumers,'' said Gaétan Namouric, creative director at Bleublancrouge. ''We decided to treat consumers differently, by respecting their intelligence, with a clever, humorous and original campaign, just like we do it for cars, handbags or cell phones.'"