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Quebec pork producers begin new campaign

The Fédération des producteurs de porc du Québec, an association of Quebec pork producers, began a new advertising campaign yesterday. The campaign, developed by Lg2 of Montreal, consists of three television commercials supported by online ads and two inserts that will run in the Cahier Gourmand section of La Presse. The creative seeks to "restore the status of Quebec pork in kitchens" by illustrating the various cuts of meat available and the range of ways in which pork can be prepared. In addition, the association will sponsor an episode of TV show Et que ça saute on Oct. 29. Media planning and buying for the campaign was conducted by Carat. "Last year's campaign worked so well we wanted continue in the same direction with a light tone and clear message," said Julie Gélinas, marketing director of the association. "To meet this objective, the agency developed a campaign reflecting consumer beliefs to elevate and differentiate Quebec pork."

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