Quebec cheese makers break new campaign
By Adnews Staff
The Fédération des producteurs de lait du Québec has begun a new advertising campaign that promotes cheese from the province as an accompaniment to happy occasions small and large. The three 30-second television commercials, developed by Cossette, depict the presence of cheese at events such as a wedding, the purchase of a first house and the start of a weekend. These will be supported with additional 15-second ads using the same theme. Print advertising will take place in Châtelaine, Coup de pouce, l’Actualité, Moi et Compagnie, Ricardo and other magazines, as well as in newspapers La Presse and Metro. The creative directs consumers to a website at <http://www.fromagesdici.com>. "The residents of Quebec have adopted cheeses from here and reserve a choice place to them," said Nicole Dubé, marketing director of the federation. "We want them to appreciate them and taste them during great and small occasions. There are so much beautiful discoveries to make and the occasions for consumption are so numerous."