Maille breaks new campaign
I-D Foods of Laval, QC will begin a product sampling campaign in Toronto today for its Maille brand of mustard. The initiative will make use of an installation modeled on the Maille boutique in Place de la Madeleine in Paris and incorporating "Parisian-style" out-of-home advertising columns. The promotion supports the brand's Dijon Originale, Old Style and Honey Dijon mustards, as well as its Crunchy Gherkins and Crunchy Mild Gherkins. Sampling events will take place in Toronto in May and again in September. Vancouver and Montreal events will take place in June. The campaign also includes outdoor and television advertising in Quebec. The 30-second commercial will run for eight weeks in the spring and eight weeks in the fall on Canal Vie, Canal D, Histoire, Series + and Z tele. The outdoor campaign will run for six weeks on bus shelters in Toronto, Calgary and Vancouver. The advertising creative was developed by 6 Degrees of Toronto and US-based Source Marketing, while the sampling program is being managed by Boom Marketing in collaboration with 6 Degrees. Public Relations are being conducted by The Siren Group of Toronto. "We wanted to surprise consumers with our luxury platform," said Marie-Eve Brunet, product manager for Maille at I-D Foods. "The M campaign positions Maille as the luxury jewel of the food industry. Maille is the leader of the category with a 49% market share in Canada. We are taking our leadership one step higher and giving consumers a tasteful proof about all the flavors that Maille can bring to their plates."