Vachon selects Cossette to relaunch its brand | Cossette

Vachon selects Cossette to relaunch its brand



Montréal, August 16 2017 - After a successful bid, Cossette and cakemaker Vachon are proud to announce their newly formed partnership. The agency will relaunch the national Vachon brand through its iconic pastries—Jos Louis, Ah Caramel!, May West, ½ Lune and Passion Flakie.

“We chose Cossette because their team offers the perfect balance we’re looking for in terms of creative and strategic expertise. 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,” explained Janick Parent, Director of Marketing and Innovation at Vachon.

The Vachon brand, acquired by Mexican firm Grupo Bimbo in 2015, is well loved by Canadians, especially Quebecers, who have been loyal to the brand since it was founded in 1923.

“Professionally, it’s a dream come true for us to work with such an influential brand. We all have an emotional attachment to Vachon cakes, and having the opportunity to collaborate on the brand’s relaunch is a real treat,” added Cossette’s Michel-Alex Lessard, VP of Strategy, and Anne-Claude Chénier, Creative Director, who will jointly lead the project.

Cossette and Vachon have already begun whipping up a new campaign, set to debut in time for back to school in September.

About Cossette
Cossette is a fully integrated marketing communications agency offering a full range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy Magazine, is a Platinum-Level Aon Hewitt Best Employer, and is on Ad Age Magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit

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For more information:
Roxanne Chaudier