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A city made for a feast: Cossette turns Montreal into one big culinary celebration for MTLàTABLE

9/29/2026

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by Cossette

This fall, appetite is the star of the show: Tourisme Montréal and Cossette are turning the city into one big culinary celebration, where food literally takes over Montreal. The Jacques-Cartier Bridge, the Olympic Stadium and Bonsecours Market are transformed into an illustrated world that’s as delicious as it is festive.

Forget the usual restaurant round-up. The campaign flips the script and gives Montreal’s food scene a whole new way to tell its story. To bring this playful, slightly offbeat world to life, Cossette teamed up with Montreal illustrator Felipe Arriagada, better known as Chien Champion. With his bold colours, expressive characters and unmistakable love for the city, he created a series of vibrant illustrations packed with local and culinary details that make you want to stop, look closer and, naturally, grab a table.

“We didn’t want to simply put together a list of restaurants. We wanted Montreal itself to become the main course. Chien Champion brought exactly the right mix of imagination, generosity and warmth to celebrate Montreal’s food culture and make people want to get out there and try it.”
Alexandre Jutras
Alexandre Jutras, Creative Director, Cossette.
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“MTLàTABLE is, of course, a celebration of the richness and creativity of our food scene, but also of something deeply Montreal: the pleasure of coming together, getting out, discovering and experiencing the city around a good table. With this campaign, we wanted to capture that buzz and energy that make Montreal a destination where food is at the heart of the experience.”
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Dany Pedneault, VP, Marketing Communications, Tourisme Montréal

Launched September 28, the campaign follows Montrealers from discovering MTLàTABLE all the way through to booking a table, with an ecosystem that includes out-of-home advertising, content partnerships and a variety of digital placements. The 14th edition of MTLàTABLE runs from October 29 to November 15, 2026.