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duBreton invites people to eat with conviction

4/28/2022

Work

1 du Breton Cossette Image den tete
Logo cossette
by Cossette

This new campaign created for Québec-based organic pork producer duBreton aims to strengthen brand awareness in the organic meat market.

For duBreton, respect for nature and animal welfare is paramount. Its high standards exceed those of the industry and its farming practices are head and shoulders above the competition’s—to such an extent  that it was one of the first North American organic pork producers to receive the Certified Humane Raised and Handled® and GAP (Global Animal Partnership) 5-Step® certifications.

In order to reiterate its commitment to bringing consumers’ convictions from farm to table, the brand launched a new advertising campaign in which the protagonist tests the benefits of the natural environment guaranteed by duBreton for himself—from the comfort of the field to the animals’ living space. The conclusion: There’s nothing quite like freedom.

2 du Breton Cossette 30s EN
We went for a slightly offbeat tone that would attract the kind of attention the brand deserves, as well as delivering a strong message that’s easy for audiences to appreciate. By harnessing powerful imagery depicting freedom, we were able to show how seriously duBreton takes its mission of creating a more humane world for animals.
Richard Rochette Villeneuve BW
Richard Rochette-Villeneuve, Creative Director at Cossette
It’s vital for duBreton to raise consumer awareness about the importance of choosing wisely when buying meat at the grocery store. With a campaign focused on the advantages of organic free-range pork, we sought to not only promote our product, but also affirm our core values and our vision for a different path for the food industry.
Mario Goulet, Vice-President of Marketing and Market Development at duBreton

The campaign, which includes ad placements on TV and online, will run in the Québec market and throughout the GTA.

Credits

Advertiser
duBreton – Mario Goulet
Agency: Cossette
Creative: Anne-Claude Chénier, Richard Rochette-Villeneuve, Nicolas Baillargeon, Sébastien Forget Strategy: Valentin Roux-Dufort Product: Zoé Béland, Léa Breton Production agency: Septième Broadcast production: Mélissa Audette, Florence Parent
Production house: Nova Film
Director: Nicolas Brassard-Asselin Director of photography: Vincent Masse Film production: Alexis Dubosc Management: Alexis Hamel Styling: Olivier Chalifoux