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Van Houtte breaks new campaign

Keurig Canada has begun a new advertising campaign for its Van Houtte coffee brand called "Master Roaster. Master of Coffee." Developed by Sid Lee of Montreal, the national campaign consists of six- and 15-second television and video-on-demand commercials. These are being accompanied by digital advertising. The creative highlights the expertise of a master coffee roaster and compares it to that of an expert skateboarder performing tricks in Old Montreal.

"At Van Houtte, we believe that you need all the artistic talent of the master roaster to prepare a rich and flavourful cup of coffee," said Caroline Losson, marketing vice-president at Keurig Canada. "This playful message demonstrates that our master roaster's passion, artistic flair and dedication are at the heart of our success, while modernizing the Van Houtte brand and making is accessible and fun."

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