The idea was to align tradition with modern tastes. And since the Gadoua brand has always focused on taste, a territory that’s largely untapped by whole grain breads, we decided to go for it!
We needed a new face to promote the new product line, so we called upon comedian Phil Roy, who graciously agreed to come on board.
The result: a multiplatform campaign with the tagline Plein d’grains, plein d’bon (Lots of grains, lots of goodness), following on from a previous Gadoua campaign, Quand c’est bon, c’est bon (When it’s good, it’s good), because we liked the continuity.
It was important to us to approach our first mandate with Gadoua with a lot of respect for what the brand has done up to now. Knowing that Gadoua holds a special place in the hearts of Quebecers, we wanted to give a nod to the past by maintaining elements of the previous campaign (the grocery store, the Rosalie and Eric characters) and launch the campaign simultaneously with the arrival of the products in stores on Valentine’s Day. POS, web banners, OOH, 15-second TV spots, digital pre-rolls… the Plein d’grains breads and Phil Roy were everywhere!