Gadoua celebrates all things moelleux
5/25/2022
Work
by
Cossette
The goal of this new ad campaign is to strengthen the connection between Québec families and Gadoua so that it becomes their favourite kind of bread.
The Québec expression “Nés pour un petit pain” (literally “born to eat small pieces of bread”) is used to describe people who live in difficult circumstances. The campaign turns this adage into something positive, as Quebecers deserve the very best when it comes to bread. By using wordplay and tweaking popular Québec sayings in a playful, unapologetic way, we’re able to show everyone’s love for bread that’s soft and fluffy—or “moelleux,” as we say here in la belle province. To do so, the initiative features little moments of happiness that stem from enjoying bread—moments that came up during Cossette’s research process.
The strength of the tagline comes from a lighthearted and inclusive tone that’s perfectly suited to the Québec market. Gadoua is synonymous with values like comfort and generosity, but it also makes you think about how ‘moelleux’ its bread is. This is what sets them apart from the competition, so we used it as a launching pad for developing this campaign.
Richard Rochette-Villeneuve, Creative Director at Cossette
Highlighting Gadoua’s Québec roots was crucial, because they’ve been providing the province with a wide range of fresh products for over 110 years. We’re based in Toronto, so we needed local experts who understand what makes Québec culture so unique in order to harness that insight effectively. Cossette was a first-class partner in helping us develop this authentic and relatable campaign.
Kelly Backer, Head of Brand Marketing & Category Development at Wonder Brands
The web campaign includes a 60-second ad, as well as 6-second versions.
Credits
Advertiser
Gadoua
Agency: Cossette
Creative: Richard Rochette-Villeneuve, Sébastien Forget, Nicolas Baillargeon, Dominic Pagé, Jean-Sébastien Basque
Strategy: Hugo Fournier
Product: Frédéric Rousseau, Marie-Pier Gariépy, Benjamin Huot
Production agency: Septième – Katia Pellerin
Production house: Nova Film
Director: Franie-Éléonore Bernier
Producer: Charles Gaudreau
Post-production: Nova Film
Sound: Circonflex