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Vachon hires Cossette

Snack food company Vachon has retained Cossette of Montreal as its advertising agency. The firm will develop a national relaunch of the brand and its Jos Louis, Ah Caramel, May West, Half Lune and Passion Flakie product lines. Cossette won the account in a bidding process. A new back-to-school season campaign is expected to break in September. Vachon is a subsidiary of Grupo Bimbo.

"We chose Cossette because their team offers the perfect balance we're looking for in terms of creative and strategic expertise," said Janick Parent, director of marketing and innovation at Vachon. "They are both highly qualified and able to adapt to our needs, on a human scale, which is vital for a major pan-Canadian brand relaunch. Plus, their enthusiasm to work with us was contagious."

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