2022 Winner
SilverBest in Youth Marketing
Vachon
"Eat Joy"
Starcom
"Eat Joy"
Starcom
For years, Vachon cakes have been trying to rejuvenate and entice young millennials and Gen Zs. Knowing that our youth live a digital-centric existence, the brand launched a new online platform in the fall of 2021: the bazarvachon.com. However, when the platform was launched, the pandemic was finally bottoming out and after nearly two years at home, on-the-ground research showed that young people and the population were outside more than ever.
To align with the new habits of the target, it quickly pivoted the launch strategy to meet young people where they were: outside. The revamped strategy was designed to include impactful and tailor-made outdoor display executions to build awareness of the platform and entice young consumers to try the cakes. Thousands of Vachon cakes in the shape of a mouth were spread across the city. Illustrating the campaign strategy which was to ‘’Eat Joy’.’
The locations of the OOH were strategically inserted where youth consumers would consume the most ‘’snacks while out chilling.’’ In collaboration with the creative agency, it found the prime location to reach the target: the Olympic stadium. But more specifically, its skate park, a place well frequented by young people. In addition to the "stunt" at the stadium, the agency negotiated with various media partners to develop tailor-made formats. The campaign utilized an almost "anti-advertising" OOH display strategy, where the codes of "underground" brands were used to display, with unique formats placed in locations rarely used in advertising.
To start off, Vachon OOH cake creatives were visible all throughout the city in strategic locations
where its youth consumers would hang out for long periods of time. The campaign started with a decal-OOH stunt on one of their emblematic monuments: the famous Olympic Stadium had been made to look like it was crunched by trompe-l'oeil bites, in collaboration with the Mural team. This kicked off a series of wall posting, OOH bus shelters, and decals in various shapes and sizes all throughout the city of Montreal. Locations were chosen according to the proximity of the closest convenience store, outdoor locations that the target spent long lengths of time at and based on the size of the park, wall, or bus shelter.
The poster campaign generated more than 40 million impressions in Greater Montreal and more
than 20,000 Quebecers subscribed to the platform. Thanks to this platform, Vachon enthusiasts took part in the ‘’Mange de la Joie’’ Challenge where users received exclusive merchandise showcasing the mini cupcakes and were invited to share with their friends on social media.
By reaching the youth target in their newfound outdoor hobbies and locations, it was able to rejuvenate the brand with the young Millennials and Gen Zs.
To align with the new habits of the target, it quickly pivoted the launch strategy to meet young people where they were: outside. The revamped strategy was designed to include impactful and tailor-made outdoor display executions to build awareness of the platform and entice young consumers to try the cakes. Thousands of Vachon cakes in the shape of a mouth were spread across the city. Illustrating the campaign strategy which was to ‘’Eat Joy’.’
The locations of the OOH were strategically inserted where youth consumers would consume the most ‘’snacks while out chilling.’’ In collaboration with the creative agency, it found the prime location to reach the target: the Olympic stadium. But more specifically, its skate park, a place well frequented by young people. In addition to the "stunt" at the stadium, the agency negotiated with various media partners to develop tailor-made formats. The campaign utilized an almost "anti-advertising" OOH display strategy, where the codes of "underground" brands were used to display, with unique formats placed in locations rarely used in advertising.
To start off, Vachon OOH cake creatives were visible all throughout the city in strategic locations
where its youth consumers would hang out for long periods of time. The campaign started with a decal-OOH stunt on one of their emblematic monuments: the famous Olympic Stadium had been made to look like it was crunched by trompe-l'oeil bites, in collaboration with the Mural team. This kicked off a series of wall posting, OOH bus shelters, and decals in various shapes and sizes all throughout the city of Montreal. Locations were chosen according to the proximity of the closest convenience store, outdoor locations that the target spent long lengths of time at and based on the size of the park, wall, or bus shelter.
The poster campaign generated more than 40 million impressions in Greater Montreal and more
than 20,000 Quebecers subscribed to the platform. Thanks to this platform, Vachon enthusiasts took part in the ‘’Mange de la Joie’’ Challenge where users received exclusive merchandise showcasing the mini cupcakes and were invited to share with their friends on social media.
By reaching the youth target in their newfound outdoor hobbies and locations, it was able to rejuvenate the brand with the young Millennials and Gen Zs.
Credits
MEDIA AGENCYAccount Management: Valérie Jolivet
Media Planning: Roxane Guibert
Media Assistant: Mahikan Scalabrino
CREATIVE AGENCY
Vice-Presidency, Executive Creative Direction: Anne-Claude Chénier
Vice-Presidency, Strategy: Michel-Alex Lessard
Creative Direction: Geneviève Duquette
Art Direction: Eric Bouchard
Design-Writing: Jean-François Perreault, François-Julien Rainville
Account Management: Sophie Couvrette
Advisor: Alexandra Zins
Producer: Emilie Meunier, Julie Beaudoin
Photography: Philippe Richelet
VISUAL ART: Jean-René D. Tessier
PRODUCTION: LNDMRK
Customers: Vachon (Bimbo Canada)
Vice President, Marketing: Tania Goecke
Senior Marketing Manager: Marieve Lepage
Marketing Manager: Annick Rousseau
Assistant, Marketing Manager: Christelle Samson