After 20 Years Away, Jos Louis Is Back in Action
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Nearly 20 years after his last TV appearance, Jos Louis is back on our screens. To mark the occasion, Vachon and Cossette went back to where the Quebec legend was born: the Beauce region. There, they brought the Eat Joy! platform back to life, putting fun back on the menu in a world where eating comes with its fair share of rules and guilt.
Treated like a well-known public figure, Jos embodies this approach with his own candid take on today’s world. By inviting audiences into his daily life, the campaign gives this homegrown icon a life that extends far beyond the wrapper.
For over a century, Vachon has been part of everyday life in Quebec. Its snack cakes have been passed down through generations, becoming part of our memories and the simple pleasures that make life here special. By making Jos the face of the entire Vachon family, from beloved classics to new offerings, the brand is building on that familiarity to stay relevant today.
Running in Quebec from September 14 to December 6, the campaign spans television, including a brand integration on Maître du jeu, as well as out-of-home advertising, the web, digital banners and social media.
