Bon Matin and Cossette ignite the debate about a common Quebec greeting

In a cultural dilemma that echoes across Quebec when it comes to how you say good morning, the question is: do you say “bonjour” or “bon matin?” While “bon matin” enjoys widespread usage, it's ironic that it is still considered an Anglicism borrowed from “good morning”. Undeterred by this linguistic paradox, Bon Matin, in collaboration with Cossette, have embarked on a mission to not just spark a conversation, but to embed themselves firmly into the fabric of everyday life in Quebec.

From March 11 to April 29, 2024, consumers across Quebec are encouraged, through various digital and traditional channels, to visit the À vous de trancher platform to cast their vote. 

Rolling out across Quebec in three phases between March 11 and June 2, 2024, the campaign consists of integrated activations, including out-of-home executions, sponsorships with Bell, IGA and Ricardo, online videos, radio spots, and various digital assets on social media.