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Liberte breaks new yogurt campaign
By Adnews Staff
Montreal-based dairy company Liberté has begun a new campaign for its Méditerranée line of yogurt promoting its new lime and caramel flavours and its new packaging. The campaign, which is running primarily in Montreal, Toronto and Vancouver, includes digital signage, print advertising and point-of-sale materials. Print ads will run in the November issue of Toronto Life Cookbook, the holiday edition of Food&Drink, the October issue of Toronto Life, and in À Bon Verre, Bonne Table. The effort will also make use of branded trucks that will drive across the country over several weeks. The creative uses the tagline, "Choosing, that's your Liberté." The campaign was developed by Cossette. "Méditerranée yogurt is a gourmet pleasure we've been offering consumers for more than 30 years," said Julie Chrétien-Proulx, senior brand manager for the product. "The updated image and assertive tone of the communications are now in tune with one another. As we tend to enjoy eating what appeals to us visually, we're very happy to now offer a product that's as attractive as it is delicious." Liberté is a subsidiary of General Mills.