Quebec cheese campaign begins
By Adnews Staff
The Fédération des producteurs de lait du Québec began a new campaign this week using the tagline, "So many people from here, so many cheeses from here." The campaign, developed by Cossette, consists of 30-second television commercials featuring a character named Robert who is depicted as the only person in Quebec who does not like cheese from the province. The campaign also includes out-of-home, newspaper and online advertising, as well as a website at <http://www.fromagesdici.com>. Media buying was conducted by Marketel. "We want to introduce a growing number of people here in Quebec to the quality of our products," said Nicole Dubé, marketing director of the federation. "Our products are so diverse that there are always great discoveries to make, and new ways to enjoy cheeses from here."