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Nestle Canada promotes Nescafe in rural Quebec

Nestlé Canada has begun a promotional campaign in Quebec in support of its Nescafé Rich brand of instant coffee. The initiative, called "Quick on the buzzer with Nescafé Rich," involves recreations of popular game shows at a series of events over the summer. The shows are based on trivia questions about coffee and Quebec pop culture. Participants can win branded mugs and product samples. The campaign is primarily focused on areas of the province outside of Montreal and Quebec City, including Festivent in Levis, International de l'Art Vocale in Trois Rivières and Festivale de la Famille in Lachute. The promotion was developed by Inventa of Toronto, with newspaper advertising support from Lg2 of Montreal. "We already have a strongly developed brand identity in Quebec, but we were really looking for a way to take that identity and really engrain it in the culture of Quebec," says Mark Cecchetto, marketing manager for the brand. "The concept layered on an event presence that allowed us to meet our sampling objective, leverage our traditional media buy and develop a much more local voice to talk to our consumers."

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