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Van Houtte breaks new campaign

Keurig Canada has released a new commercial for its Van Houtte coffee brand, tied to the brand's 100th anniversary. Developed by Sid Lee, the 30-second commercial draws a parallel between the skills of a master coffee roaster and those of a Charleston dancer. The ad is running nationally. A modified version of the ad also ran during the Bye Bye 2018 television show in Quebec.

"Through this ad, we wish to reassert the Master Roaster's talent and dedication in a festive execution during the most important year-end television event in Quebec," said Stéphane Renauld, brand management director at Keurig Canada. "This message sets the tone for the New Year's celebrations and marks the beginning of an important milestone for the Van Houtte brand, which celebrates 100 years of success, passion and know-how."

Additional elements of the brand's 100th anniversary campaign will include the release of a coffee-themed recipe booklet that will be distributed free through participating grocery stores. Collaborating chefs will also make personal appearances at some Sobeys stores. Van Houtte will also offer $10,000 bursaries to 10 Canadian artisans seeking to develop their skills.

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