New work helps Québec-based pork producer duBreton with expansion plans
12/17/2020
Work
by
Cossette
Québec-based pork producer duBreton engaged Cossette as their first-ever external agency to help them with two ambitious goals: educating Canadian and US consumers on what “organic” really means, and bringing duBreton’s core product, organic pork, to the freezers of mass retailers across North America.
Although retail sales for organic food have increased 57% in the last 5 years*, if you ask 10 different people what “organic” in organic food means, you’ll get at least 10 different answers. Not all organic products are created equal, and duBreton is hoping to use this recent surge in demand as an opportunity to educate consumers on what organic pork should mean: pigs that are crate free, antibiotic free and hormone free, raised on a diet of organic plant-based food that is both GMO-free and free from animal by-products.
To help the brand stand out and break through the noise, Cossette came up with a fully-integrated campaign that played on the brand’s core difference - what it’s “free” of.
There’s no one single definition of organic and the inconsistent messaging often leaves consumers confused and overwhelmed. The word “free” however, is very universal and helps take the guesswork out of what consumers are really buying when they purchase duBreton organic pork.
Marc-André Savard, Copywriter at Cossette
The pandemic has shifted consumer behaviour towards making healthier, more conscious food choices. People want to know more about what’s in their meat, where it’s coming from and how the animals are being treated. While this presents a great business opportunity for duBreton, it’s an even greater opportunity for us to change the status quo of farming industry standards. We’re proud to be a leader in humane farming and will continue to highlight what we do differently to carve out a lane for ourselves in a rapidly growing market.
Mario Goulet, Director of Marketing and Innovative Markets at duBreton
*Source: Statistics Canada
Credits
Client: duBreton
Vincent Breton, Mario Goulet
Agency: Cossette
Strategy: Fernando Aloise, Courtney Mulock
Vice president client services: Zoé Béland
Creative Direction (Design): Sonia Girouard
Creative: Marc-André Savard, Gessica Marcus, Éric Charron
Product Manager: Léa Breton
Director: François Lallier (NOVA Film)
Production: Joannie Roy
Sound: Studio Expression, Circonflex